What We Do

Positive Luxury is a platform for positive living. We connect you to a community of luxury lifestyle brands that share your values.

We understand that people are increasingly interested in sustainability, but often don't know which brands reflect their values or have time to research the complexities of this topic. We make a brand's social and environmental actions accessible, helping people identify brands that care so they can shop with confidence.

Younger generations aspire towards a positive lifestyle, a lifestyle that doesn't compromise on quality nor principles. Therefore it's never been more important for brands to demonstrate a meaningful commitment towards sustainability. By earning our Butterfly Mark award, brands can differentiate themselves from others as a brand to trust.

We work with best in class brands that care across the following categories: Travel & Hospitality, Fashion & Accessories, Jewellery & Watches, Beauty, Premium Drinks and Living.

Follow the butterfly to discover our community of brands to trust.

If you see the Butterfly Mark anywhere online, click or tap to uncover each brand's Positive Actions. These give a full breakdown of a brand's efforts and achievements as verified by Positive Luxury.


Are you a luxury brand that wants to show your commitment to sustainability?


Millennial values of experience and community are shifting the luxury industry into a new era of 'inclusive exclusivity'. This emerging outlook upholds the industry's foundations of heritage and craftsmanship, while pushing purpose-led values and transparency to the fore.

Research shows that consumers are increasingly conscious about how products are made and the impact they have on the environment. Over 66% of global consumers are willing to pay more for products and services from companies that are committed to positive social and environmental impact (Nielsen, 2015). This shift in consumer attitudes means business as usual is no longer an option.

Our goal is to help you appeal to a wave of increasingly engaged consumers by highlighting your purpose-led values and commitment to sustainability.


What We Do
Screen

Screen

Award

Award

Communicate

Communicate

Screen

Screen

Our screening process assesses your commitment to sustainability from a holistic approach, based on your company policies, documentation, and relevant certifications. The assessment is developed and updated annually in partnership with our experienced sustainability council and external institutional partners.


From this information we offer insight into areas of accomplishment and improvement. We provide you with a scorecard assessment, which helps us decide if your current commitment has earned you the Butterfly Mark.


Although the screening process does not automatically entitle you to be awarded the Butterfly Mark, participation will equip your brand with the right knowledge and tools to evaluate and improve your sustainability strategy.


Discover more about our Methodology and the assessment design

Award

Welcome to the community! After the screening process has been successful, we award your brand with the Butterfly Mark, as well as a series of Positive Action icons that communicate in detail the responsible and ethical actions your brand takes.


Placing the interactive Butterfly Mark on your website and/or intermediary websites enables people to recognise you instantly as a brand to trust. Clicking or tapping on the mark opens a pop-up window displaying your Positive Actions, communicating your sustainable commitments to potential customers in a clear and engaging way.

Award
Communicate

Communicate

We help you identify the issues and opportunities that matter most for your business. At Positive Luxury, we help you broaden the opportunities of your purpose-driven message.  


We assist with the the distillation of your sustainability strategy throughout your internal organisation, providing competitive advantage to your stakeholders.


We collaborate with you to effectively communicate your journey towards sustainability. We aim to engage and inspire your audience through consumer-friendly language and digestible storytelling.


Find out more about the benefits of being a Positive Luxury brand