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Who We Are

Since 2011 Positive Luxury has been accelerating organisations' adaptation to the new climate economy. Our ESG+ products and services enable companies to manage risk, embed innovation and credibly foster consumer trust. Organisations that we certify receive the Butterfly Mark, a globally respected trust mark – independently verified evidence that they meet the highest standard of sustainability best practices across ESG+: Environmental, Social, Governance and Innovation.

Our Proposition

Positive Luxury accelerates the sustainability efforts of the luxury industry and keep our clients ahead of cultural and economic shifts. We enable our collaborative community of brands, suppliers and retailers to measure, manage and report their net positive impact across ESG indicators. By providing actionable tools and insights for improvement, our clients understand how to leverage sustainability as a key driver of value.

ESG+

Our proprietary assessment framework tailored to luxury

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BUTTERFLY MARK

The mark is tangible evidence of an organisation's positive impact

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Our Provenance

Positive Luxury’s origin lies in the chance meeting of Sir David Attenborough and co-founder Diana Verde Nieto, his inspiring story of the Large Blue Butterfly – which died out in the British Isles in 1979 – and the dedication of the scientist who successfully reintroduced it by unravelling the intricate web of interdependencies necessary for its survival.

Identifying the luxury industry as one that could drive enormous positive change, Diana and serial entrepreneur Karen Hanton founded Positive Luxury and the Butterfly Mark certification in 2011.

Mission

Our mission is to shape a sustainable future for luxury by redefining the business model and rebuilding consumer trust.

Vision

From the supply chain to the end product, we envision a future where the core principles of luxury and sustainability are fully and genuinely symbiotic.

Our Sustainability Council

We work together with our Sustainability Council to ensure that our assessment is rigorous, independent, and in line with international standards and best practices. The council is comprised of experts across multiple disciplines from over 22 leading global organisations.

Martin Townsend

Global Head for Sustainability and Circular Economy

PAUL POLMAN

Co-Founder and Chair

LINDSAY HOOPER

Executive Director, Education

STACEY BAGGALEY

Senior Programme Officer for Business and Biodiversity

VALERIE KELLER

Co-founder and CEO

JONATHON PORRITT

Co-Founder

JASON JAY, PH.D.

Senior Lecturer & Director, Sustainability Initiative

JULIA NOVY-HILDESLEY

Executive Director of Change Leadership for Sustainability Program

MARK GOUGH

CEO

JOHN ELKINGTON

Co-Founder

DILYS WILLIAMS

Director

GORD RAY

Brand Development Lead

NIALL DUNNE

Chief Executive Officer

RUSS LOCURTO

Senior Advisor & Former SVP Operations

ANDREW WINSTON

Founder

CAROLYNN CHALMERS

CEO, Good Governance Academy

Alyssa Auberger

Chief Sustainability Officer, Baker McKenzie

SYLVIE BÉNARD

Sustainability Expert, Founder of La Dame à la Licorne

Susannah Rodgers MBE

Paralympic Gold Medalist

Mei Chen

Director and Head of Fashion and Luxury at Alibaba Group

Our Team

Our team of luxury and sustainability experts works together to create a culture that values purpose, collaboration, excellence and optimism above all else. We are united by a shared mission of shaping a sustainable future for luxury.