Assessment Process

How is it designed?

People want more transparency from companies, they need assurance that the products and services they buy are mindful and make a positive impact on our world and future generations. To be awarded the Butterfly Mark and be part of the Positive Luxury community, brands must go beyond achieving a minimum sustainable business standard that is compliant with international law and best practice principles. The assessment process is designed to be a thorough examination of a brand’s commitment to sustainability across 5 key areas: governance, social and environmental frameworks, community investment, and innovation.

The lack of government legislation in pushing businesses to be more responsible means that other stakeholders, NGOs, and consumers have become the active players in pushing brands to do better. The assessment process is designed to reflect the self-regulating nature of sustainable businesses and is updated every two years in partnership with our experienced sustainability council, as well as external institutional partners, companies and retailers.

The assessment examines sustainability across 5 key areas:

Governance

Business is envisioned as a force for good, employing responsible leadership that places sustainability at the heart of organisational culture. Governance entails going beyond looking after business interests and stakeholders. It requires taking action to uphold and transmit business principles in an ethical manner to employees and wider society.

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

Social Framework

 A brand must meet high-quality standards based on, but not limited to, human and labour rights legislation and best practice guidelines. The company’s code of conduct will ensure its social framework is instilled throughout all tier one and two suppliers and/or subcontractors, along with external businesses and partners.  

Some examples of social framework standards:

  • International Labour Organisation Core Conventions
  • The United Nations Framework for Human Rights and Guiding Principles
  • Business Social Compliance Initiative
  • No child or forced labour
  • Reasonable working hours and fair pay policies

Environmental Framework

 Environmental practices are employed not only in the brand’s supply chain, but in the logistics of the business. This framework may include reduction of water usage and greenhouse gas emissions; protection of ecosystems, wildlife and animals; responsible manufacturing; considered material/ingredient sourcing.

Some examples of environmental framework standards:

  • Water reduction policies
  • Recyclability of products, packaging and marketing materials
  • Alternatives to animal testing
  • Waste management systems
  • Use of palm oil

Community investment

 A brand to trust demonstrates a philanthropic attitude that gives back to society. This may entail creating an alliance with a foundation or building their own.

Some examples of community investment standards:

  • Percentage of profits given to charity
  • Supporting volunteering initiatives among employees
  • Investing in local communities

Innovation

 A company uses innovation to drive the sustainability agenda forward towards maximum social impact and minimal environmental footprint. Innovation is integrated into design and service processes, such as exploration of inventive manufacturing methods or introduction of fresh business models.

Some examples of innovation in business:

  • Product lifecycle management
  • Sharing economy business model
  • Manufacture on demand eg. 3D-printing
  • Repair services provided
  • Circular economy

general-bamboo

How are brands Reviewed?

Companies have to complete a detailed assessment surrounding sectoral sustainability-related issues and best practice ensuring that they are making a tangible positive difference to people and the communities in which they operate. To navigate the complexities of sustainability across various industries, the assessment is composed of questions concerning all applicants, followed by questions catering specifically to each sector.

We consult with our sustainability council to help us review each brand, drawing on their sustainability expertise and industry knowledge. This consultative approach ensures the assessment reflects both industry-specific issues and innovations within sustainability and reflects the highest standards possible. We also use technology to help with our evaluation; by utilising publicly available data, we’re able to check the self-reported information and 3rd party certification bodies will be accounted for and quality checked through Positive Luxury’s data analytics.

Companies are required to respond positively to minimum 80% of questions across the governance, social and environmental frameworks, community investment and innovation, along with providing additional documents that support their application. The assessment process recognises a broad spectrum of responsible business practices and certificates related to all areas of sustainability.

 

Certifications

As part of the assessment we recognise a broad spectrum of certifications

Approval process

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.

Positive Actions

ANGORA-FREE

Angora Free

BIODYNAMIC-PRODUCTION

Biodynamic Production

CARBON-NEUTRAL

Carbon Neutral

CIRCULAR-ECONOMY

Circular Economy

CLEAN-BEAUTY

Clean Beauty

COMMUNITY-INVESTMENT

Community Investment

COMPOSTABLE-PACKAGING-01

Compostable Packaging

CONFLICT-FREE-DIAMONDS-01

Conflict-Free Diamonds

CONSCIOUS-DESIGN-01

Conscious Design

CONSCIOUS-TRAVEL

Conscious Travel

CRUELTY-FREE-MATERIALS-01

Cruelty-Free Materials

DIVERSITY-INCLUSION-01

Diversity Inclusion

DRINK-AWARE-01

Drink Aware

ENERGY-EFFICIENT-01

Energy Efficient

FAIR-LABOUR-01

Fair Labour

FAIR-PAY-FOR-ALL-01

Fair Pay for All

FOREST-CONSERVATION-01

Forest Conservation

FREE-FROM-MICROPLASTICS-01

Free from Microplastics

FREE-FROM-PLASTIC-BOTTLES_z

Free from Plastic Bottles

FUR-FREE-01

Fur Free

ISO-14001-01

ISO 14001 ENVIRONMENTAL MANAGEMENT

ISO-18001-OK-01

ISO 18001 Occupational Health and Safety Management

ISO-50001-SM-01

ISO 50001 Energy Management

ISO-9001-01

ISO 9001 Quality Management

no-animal-testing

No Animal Testing

NO-HARSH-CHEMICALS-01

No Harsh Chemicals

NO-SINGLE-USE-PLASTICS-01

No Single-Use Plastics

POSITIVE-WELLBEING-01

Positive Well Being

PROMOTES-EQUAL-PAY-01

Promotes Equal Pay

protects-growers-welfare-01

Promotes Growers' Welfare

PROTECTS-BIODIVERSITY-01

Protects Biodiversity

PVC-FREE-01

PVC Free

RECYCLABLE-PACKAGING-01

Recyclable Packaging

recycled-gold-01

Recycled Gold

Reduced-Glass-Weight-01

Reduced Glass Weight

REDUCES-CO2-01

Reduces CO2

REDUCES-PACKAGING-01

Reduces Packaging

REDUCES-PESTICIDES-01

Reduces Pesticides

REDUCES-WASTE-01

Reduces Waste

REDUCES-WATER-USE-01

Reduces Water Use

REFILLABLE-PACKAGING-01

Refillable Packaging

REPLENISH-SOIL-BALANCE-01

Replenish Soil Balance

responsible-sourcing-01

Responsible Sourcing

RESPONSIBLY-MADE-CANDLES-01

Responsibly-Made Candles

RESPONSIBLY-MADE-CERAMICS-01

Responsibly-Made Ceramics

SA8000-01

SA 8000

Social Performance Management

SEASONAL-FOOD

Seasonal Food

SUPPLY-CHAIN-INTEGRITY-01

Supply Chain Integrity

TAKE-BACK-SCHEME-01

Take-Back Scheme

UNGLOBAL-responsible-consumption-production-01

UN Global Goal - Responsible Consumption and Production

UNGLOBALGOALS-zero-hunger-01

UN Global Goal - Zero Hunger

UNGLOBAL-affordable-and-clean-energy-01

UN Global Goal- Affordable and Clean Energy

UNGLOBALGOALS-CLEAN-WATER-01

UN Global Goal- Clean Water

UNGLOBALGOALS-CLIMATE-ACTION_z

UN Global Goal- Climate Action

UNGLOBALGOALS-DECENT-WORK-ECONOMIC-GROWTH-01

UN Global Goal- Decent Work and Economic Growth

UNGLOBALGOALS-GENDER-EQUALITY-01

UN Global Goal- Gender Equality

UNGLOBALGOALS-GOOD-HEALTH-WELL-BEING-01

UN Global Goal- Good Health and Wellbeing

UNGLOBALGOALS-INDUSTRY-INNOVATION-INFRASTRUCTURE-01

UN Global Goal- Industry Innovation and Infrastructure

UNGLOBALGOALS-LIFE-BELOW-WATER-01

UN Global Goal- Life Below Water

UNGLOBALGOALS-LIFE-ON-LAND-01

UN Global Goal- Life on Land

UNGLOBALGOALS-no-poverty-01

UN Global Goal- No Poverty

UNGLOBALGOALS-PARTNERSHIPS-FOR-THE-GOALS-01

UN Global Goal- Partnerships for the Goals

UNGLOBALGOALS-PEACE-JUSTICE-01

UN Global Goal- Peace Justice and Strong Institutions

UNGLOBALGOALS-quality-education-01

UN Global Goal- Quality Educations

UNGLOBALGOALS-REDUCED-INEQUALITIES-01

UN Global Goal- Reduced Inequalities

UNGLOBALGOALS-sustainainable-cities_z

UN Global Goal- Sustainable Cities

UPCYCLES-TEXTILES-01

Upcycles Textiles

USES-RENEWABLE-ENERGY-01

Uses Renewable Energy

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You are just one step away from beginning your journey to earn the Butterfly Mark. Start the process today or contact us for a preliminary chat. We would love to hear from you.

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