Some examples of governance standards:
- B-corporation status
- Work against corruption in all forms, including extortion and bribery
- Non-discriminatory employment policies
- Commitment to UN Global Goals
- Diversity and inclusion
Brands who want to be awarded the Butterfly Mark and be part of the Positive Luxury community, must go beyond achieving a minimum sustainable standard that is compliant with local law, international law and best practice principles. The Positive Luxury assessment process is designed to reflect the self-regulating nature of sustainable businesses, due to the lack of government legislation. The process is updated every two years in partnership with our experienced sustainability council, as well as external institutional partners, companies, NGO’s and retailers. Additionally companies are asked to provide supporting evidence and proof of their statements. It is designed to be a thorough examination of a brands commitment to sustainability in the following 5 key areas:
Some examples of governance standards:
Some examples of social framework standards:
Some examples of environmental framework standards:
Some examples of community investment standards:
Some examples of innovation in business:
To navigate the complexities of sustainability across various industries, the Positive Luxury brand assessment consists of a suite of questions relevant to all industries plus additional questions catering specifically to each sector that we operate in – Fashion & Accessories, Beauty, Jewellery & Watches, Living, Premium Drinks and Travel & Hospitality. In addition to this, companies are required to provide supporting documents such as code of conducts, audits, etc.
We use technology to help with our evaluation; by utilising publicly available data, were able to check the self-reported information and that the 3rd party certification bodies are accounted for and quality checked through Positive Luxury’s data analytics. Lastly, we use a materiality assessment to identify priority sustainability issues. This materiality matrix has been reviewed and refined through a series of interviews with a cross-section of external and internal stakeholders.
Our assessment process is, in turn, reviewed every two years with assistance by our sustainability council, this consultative approach ensures that the assessment reflects the highest standard possible by respecting local and international law as well as both industry-specific issues and innovations within sustainability.
As highlighted in our 2019 Predictions Report, consumers are today looking for brands that strive to fulfil a long-term purpose that benefits employees, customers, society and the planet – as well as their shareholders. Our assessment looks to assess how companies align to the wider stakeholder view and are acting responsibly to industry specific issues and considerations.
As part of the assessment we recognise a broad spectrum of responsible business practices and certificates related to all areas of sustainability.
Brands that successfully complete the assessment process earn the right to display the interactive Butterfly Mark on their website as well as retailer websites and other relevant places such as packaging and care labels, making it easy for people to identify brands to trust. However, this is not the end of the journey – brands must re-complete and pass the assessment every 2 years in order to retain the Butterfly Mark and our community encourages continued commitment and improvement towards our shared goal of sustainability.
Companies contribute towards sustainability in different forms, therefore each brand is assigned a bespoke collection of Positive Actions that signifies their unique efforts and sustainable and ethical business practices. These Positive Actions, which can be found when clicking or tapping on the Butterfly Mark, help brands articulate their measurable impact in a visible, consumer-friendly and simple way – while enabling people to make educated purchasing decisions.
The brands that do not meet our criteria are offered a tailored toolkit including clear recommendations on how to improve as well as actions needed to be taken in order to retake the assessment with the view to being awarded the Butterfly Mark.
Social Performance Management
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