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LUXURY’S NEW CURRENCY: TRUST, TRANSPARENCY & THE FUTURE OF BRAND COMMUNICATIONS
October, 2025
At Positive Luxury’s autumn 2025 Open House event, held at the elegant Home House, industry leaders came together to explore how trust and transparency are reshaping the future of luxury communication.
Hosted by Amy Nelson-Bennett, CEO of Positive Luxury, the panel featured Isobel Carlill, Sustainability Manager at Moët Hennessy, and Suzanne Walters, Senior VP of Strategy & Business Development at Purple PR. Together, they explored why layering smartsustainability storytelling – rooted in truth – is now essential to building trust, narrowing the value gap, and future-proofing luxury brands.
Watch the full conversation below, and explore key insights from the discussion.
KEY TAKEAWAYS
Know your suppliers: Supplier engagement is vital – build open, collaborative relationships that prioritise shared sustainability goals over imposed requirements. And try to meet suppliers face-to-face whenever possible
Know consumer expectations: Sustainability is no longer a differentiator – it’s the entry ticket. Brands must communicate with authenticity, transparency and credibility to maintain trust – and need to understand what their consumer is thinking
Traceability & Transparency: Deep understanding of your supply chain and consumer values is critical – you need to combine this with authentic openness and uncompromising product quality
Effective Communications: Tell a consistent, evidence-backed sustainability story across all your touchpoint – be creative and immersive, but be truthful, authentic and avoid of exaggeration
