Sir Jonathon Porritt CBE is a man of many things: Co-Founder of the Forum for the Future, Author of award-winning tomes, Trustee of the Ashden Awards for Sustainable Energy, CBE-awarded for his services to environmental protection – the list goes on. We are also honoured that is an advisor to Positive Luxury and is listed on our Sustainability Council. Â After speaking to him for our 2019 Predictions Report, we put a few more questions to him on what drew him to Positive Luxury…
WHY DO YOU BELIEVE IN POSITIVE LUXURY?
One might well pose the question what has luxury got to do with sustainability? To many, luxury has closer connotations with social inequality and injustice than with anything sustainable. Diana thought hard about the name.Â She decided to use the name Positive Luxury because she wants to engage the people who are environmentally conscious within those luxury brands and if luxury can influence responsibility, accountability and transparency then thats incredibly powerful.
WHAT DO YOU THINK ABOUT THE COLLABORATIVE APPROACH POSITIVE LUXURY TAKES?
I have a strong leaning towards campaigning but I also founded Forum for the Future which actively engages with business. The line between campaigning and brands reaching out to consumers is softening. Brands have woken up to the need to become more campaigning.
WHAT DREW YOU TO THE BUTTERFLY MARK?
The idea behind the Butterfly Mark is to get consumers to engage with sustainability stories. Its a way of engaging with consumers who you would never reach through campaigning methods.
TALK TO US ABOUT THE ASSESSMENT PROCESS…
The selection questionnaire and checking procedure are comprehensive.Â The partnership with brands is a two-way street, theres what the brands say and what they can prove they do, and its the doing that counts and gets them the accreditation. We have to reach these people with huge influence who we would never reach through campaigning. We need to take more of a risk, go beyond the charmed campaigning circles.
WHAT’S YOUR VIEW ON POSITIVE LUXURY AS A FOR-PROFIT BUSINESS RATHER THAN NGO?
Brands are more comfortable engaging with businesses than with NGOs. Brands (especially luxury) dont understand NGOs.Â Its not about whether its a for-profit business or NGO, the test is whether we can bring about change.