At Positive Luxury we have adopted the purest definition of sustainability given by Harlem Brundtland, former Prime Minister of Norway, in the report Our Common Future from the United Nations World Commission on Environment and Development, published in 1987.
“Sustainable development is development which meets the needs of the present without compromising the ability of future generations to meet their own needs.”
Acceptance of this definition by the UN General Assembly gave the term political salience and in 1992 the report laid the groundwork for leaders to set out the principles of sustainable development, at the UN Conference on Environment and Development in Rio de Janeiro, Brazil.
It is generally accepted that sustainable development calls for a convergence between three pillars: economic development, social equity and environmental protection. Sustainable development is a visionary development paradigm and over the past 20 years governments, businesses and civil society have accepted sustainable development as a guiding principle for sustainable economic growth.
That is why we analyse companies and brands in a holistic way, beyond solely focusing on supply chain. With the help of our experienced sustainability council and external institutional partners we have designed a robust application, which is updated annually and evaluates companies across the following five areas: governance, social framework, environmental framework, philanthropy and innovation.
To be awarded the Butterfly Mark, companies are required to respond positively to a minimum of 80% of questions during the application process and are further required to provide additional documents to support their application. Additionally, we have developed a semantic assessment tool that allows us to collect and analyse information about brands across social media, blogs, and other online forums.
We focus on luxury brands within the following categories: Travel & Hospitality, Fashion & Accessories, Jewellery & Watches, Beauty, Premium Drinks and Living.
If you don’t qualify for the mark just yet or are not within the luxury sector but want to benefit from our expertise, we can still work together.