Our Methodology

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.

Learn more about What We Do

Our Methodology

The screening process also takes into account certifications from the following relevant organisations — which adds to the robustness of our programme:

u.s. green building council
FSC
child labor free
The National Association of Jewellers
cruelty free
responsible jewelry council
sustainable restaurants asociation
4coffee association
wildlife friendly
UTZ
leading hotels of the world
breeam nl
NSF
organic farmers and growers
rainforest
RTRS
soil association
IFOAML
IOAS
LBMA
leather working group
marine stewardship council
green globe
green key
green tourism scheme
food alliance
global gap
good weave
global organic
fair tax
EHC
eco cert
BDIH
david bellamy award
earth check
energystar
cdp
cemars
climate change action
considerate hoteliers
cradle 2 cradle
cri green label
carbon neutral
better cotton initative
biosphere responsible turism
bonsucro
British-Allergy-Foundation-Seal-of-Approval
american grassfed org
b corporation
EU Ecolabel
fairtrade
greenleaders
LEAF
nordic ecolabel
STEP
world fairtrade organization
climate registry
CIBJO
campaign wool
assure quality standards
aenor
Nest
Sedex


At Positive Luxury we have adopted the following definition of sustainability:

"Sustainable development is development which meets the needs of the present without compromising the ability of future generations to meet their own needs."


Harlem Brundtland,
United Nations World Commission
On Environment and Development