Butterfly mark certification
Butterfly mark certification Overview
LUXURY’S LEADING INDEPENDENT VERIFICATION OF SUSTAINABILITY
The Butterfly Mark is the mark of the Real Changemakers in luxury – awarded by Positive Luxury to brands that meet higher and higher standards for people, nature and business. It is living proof that a brand is taking serious, sustained positive action.
Butterfly Mark brands become accountable to the highest standards for sustainability. We’ll support you through our world-leading ESG+ assessment, built on the foundation of international agreements, global frameworks, standards, and legislation, identifying risks and opportunities and improvement.
With dedicated coaching from our experts, we help you and your teams transform your business, embedding measurable sustainability practices throughout operations.
Then we give you the tools to communicate with confidence – including the Digital Butterfly Passport, empowering you to build trust with consumers and stakeholders. Once earned, the Butterfly Mark trust mark and the Digital Butterfly Passport tool can be used across all physical and digital touchpoints, including website product and sustainability pages, point of sale and instore display, tags and packaging.
EMBED SUSTAINABILITY IN YOUR BUSINESS
With our support, the programme places sustainability at the core of your business and brand strategy
FUTURE-PROOF YOUR BUSINESS
Leverage sustainability to realise return on your investment – by reducing waste, costs and risk whilst driving resilience, innovation and competitive advantage
BUILD TRUST THROUGH VERIFICATION
Communicate confidently and engage brand that bears the Butterfly Mark is delivering real change to positively impact people and nature. Having independent verification of your actions is vital to building trust with stakeholders
JOIN A GLOBAL COMMUNITY OF CHANGEMAKERS
Through webinars, community briefings and events, you’ll plug in to global community of brands that value collaboration, progress over perfection and sustained, positive action
COMMUNICATE CONFIDENTLY WITH TOOLS & DIGITAL PASSPORT
Embed your Digital Butterfly Passport on website product pages, support claims with credible data and use our range of tools across all your touchpoints to communicate your sustainability journey with confidence – and avoid greenwashing
Accelerator Programme
Accelerator Programme Overview
Join a curated cohort of like-minded luxury brands and leaders, progressing together through a journey that fosters collaboration, strengthens peer-to-peer support, and builds lasting professional relationships across the luxury sustainability ecosystem.
COMMERCIAL FOCUS
We understand that unlocking the full commercial potential of sustainability can be challenging for start-ups and micro businesses, with limited time, funding, and people. Positive Luxury’s Accelerator Programme was created to support you strengthen your ESG foundations and build credible proof for compelling brand narratives. You’ll equip your team with tools and practical resources that help embed sustainability into operations, leadership, strategy, and culture. Embedding sustainability will deliver meaningful impact alongside commercial performance – all while earning the prestigious Butterfly Mark certification.
APPLICATION CRITERIA
- Ambitious start-ups, micro-brands or retailers leading innovation in Fashion & Accessories, Beauty & Fragrance, Jewellery & Watches, Interiors, Premium Drinks or Travel & Hospitality
- Annual turnover under £1million ($1.3million / €1.2million)
- A clearly articulated business plan demonstrating a healthy focus on both purpose and profit
- Supporting evidence – both quantitative and qualitative – demonstrating tangible efforts aligned to the four pillars of our ESG+ assessment framework (Environmental, Social, Governance, Innovation)
HOW IT WORKS – QUARTERLY INTAKE
- Each quarter, we select up to six pioneering businesses to join our 8-month structured programme designed to set the foundation for sustainable growth
- Together, we’ll strengthen your ESG+ performance
- Then align sustainability with your brand narrative and business goals, turning it into a driver of commercial performance
- The programme features clear milestones, regular check-ins, and a collaborative cohort experience alongside other high-potential businesses shaping the future of luxury
HOW YOU BENEFIT
STRUCTURED PROGRESSION THROUGH COHORT-BASED LEARNING EXPERIENCE
The programme aids progression through a highly structured, collaborative journey with peer-to-peer support
ASSESSMENT & BUTTERFLY MARK CERTIFICATION
Enrol in the only assessment and certification programme designed specifically around the needs, risks and realities of luxury businesses – every insight and outcome is highly relevant to your organisation’s size, location and category
MARKETING SUPPORT & COMMERCIAL FOCUS
Amplify your verified achievements through Positive Luxury’s owned channels and unlock tools and templates to help maximise the credibility – and commercial value – of your sustainability performance
Good Supplier Programme
Good Supplier Programme Overview
YOUR GATEWAY TO TRUSTED, RESPONSIBLE PARTNERSHIPS
Positive Luxury’s Good Supplier Programme is a new service that will create a directory of independently vetted suppliers of raw materials, components, packaging, logistics and services across the luxury value chain.
By evaluating, recognising and promoting suppliers who meet our standards against material environmental, social and governance topics, we are building a more resilient luxury ecosystem.
While the standards are high, the path to becoming a Good Supplier is simple. It starts with onboarding, supported by a dedicated account manager who guides suppliers through the ESG+ platform. An assessment is completed and evidence submitted for vetting. Those who meet the scoring thresholds are listed as Good Suppliers and welcomed into the Positive Luxury community.
If you are a supplier interested in undergoing the vetting process and being connected to luxury brands, or a luxury brand wanting to vet your suppliers or find new partners – speak with our team about how the Good Supplier Programme could support you.
RECOGNITION FOR VETTED SUPPLIERS
Suppliers are vetted against strict ESG criteria. Those who meet the standards are publicly listed on Positive Luxury’s website, promoted to the community and wider audience, and provided with IP and promotional guidelines to showcase their listing.
TRUSTED SUPPLIER PROFILES
Each Good Supplier’s listing will outline areas of performance that meet Positive Luxury’s criteria, highlighting areas of excellence and for improvement. Profiles will be searchable by sector, geography and product category
CONNECTING SUPPLIERS & LUXURY BRANDS
The programme offers a directory of independently verified suppliers – enabling luxury brands to build relationships with independently assessed suppliers sharing their values – making responsible sourcing easier, smarter, and more effective
Communications & consultancy
Communications & consultancy Overview
SUSTAINABILITY FIXES, WITHOUT THE FIXED COST
We have decades of sustainability, luxury, business and communications experience under one roof. Together with a celebrated professional network and broad range of preferred partners, we are your perfect collaborator for sustainability projects small or large – allowing you to focus on excellence in one or more material topics critical to your company’s sustainability purpose, without increasing your fixed costs.
Our bespoke approach will help you turn your challenges into opportunities that deliver real value – from prioritising resources, preparing for increasing legislation, taking progressive action on key material topics for your business, or meeting growing calls for transparent and credible communications.
Browse our comprehensive range of consultancy services across Strategy & Governance, Transformation & Implementation, Reporting & Communications.
STRATEGY & GOVERNANCE
Build a resilient and responsible governance framework that embeds sustainability into the heart of your business strategy, ensuring alignment with ESG goals and long-term operational excellence.
TRANSFORMATION & IMPLEMENTATION
Transform your ESG ambitions into practical, measurable solutions that mitigate climate risks, and drive meaningful change across your value chain by unlocking business benefits and elevating your sustainability impact.
REPORTING & COMMUNICATION
Craft transparent and credible sustainability narratives that highlight achievements, position your company as the preferred choice for customers, and elevate your brand while ensuring alignment with regulatory requirements.
CARBON SERVICES
CARBON SERVICES Overview
NET ZERO MADE EASY
Your climate journey is complex, but it all begins with an accurate carbon footprint. Net zero has become table stakes – and companies are expected to keep ahead of compliance levels that are frequently shifting.
As luxury businesses respond to regulation and stakeholder expectations, they need access to industry-leading tools to confidently, efficiently and credibly capture, assess and disclose their carbon footprint across Scopes 1, 2 and 3.
It is essential to work with a partner who can help make the work of data collection and analysis efficient and intuitive. Positive Luxury has the tools and support to help your business, whether you have already signed up to the Science Based Targets Initiative, preparing to commit to net zero, or even just starting out and mapping your footprint for the first time.
A full-suite end-to-end solution for luxury
From calculating your carbon footprint across Scopes 1, 2 and 3, to recommendations on reducing emissions, target setting and planning, we’ll empower your team to make real change
INVALUABLE SUPPORT FROM EXPERTS
Wherever you are in your journey, our sustainable luxury experts are there to make sense of the data, help you make decisions and take action. We also help you communicate complex topics like carbon and climate impacts to your stakeholders in a clear and engaging way
COST EFFECTIVE
51toCarbonZero’s success platform combines best-in-class features with ease of use. Combined with our world-class traditional support, we believe it offers unbeatable value, making real change achievable more quickly
Digital Product Passport (DPP)
With Digital Product Passports (DPPs) set to become mandatory in the EU from 2026, Positive Luxury has partnered with Buyerdock to offer luxury brands a proven, scalable, EU- and GS1-endorsed DPP solution that seamlessly integrates compliance while unlocking marketing opportunities. Our experts will get your passport up and running quickly and easily – future-proofing your product labelling and building real value through transparency, trust and deeper consumer engagement.
FIND OUT MORE
Becoming a B Corp
If you are thinking of undergoing B Corp’s assessment, independently or alongside Positive Luxury’s ESG+ assessment or Butterfly Mark certification, Positive Luxury can make the B Corp assessment easy and efficient. We can guide you through the B Impact Assessment (BIA), optimising your time and budget, fast-tracking progress toward certification. We can support collation, validation and uploading of BIA answers, as well as identifying and helping you understand issues and key areas of improvement necessary to earn certification. Our sustainability expertise and methodology can make obtaining B Corp certification a breeze.
FIND OUT MOREREAL RESULTS. REAL CHANGE. REAL VALUE.
Over 150 luxury clients trust to help them drive real change and evidence higher and higher standards of sustainability. This creates ESG-driven value such as cost savings, brand equity, employee engagement and loyalty – plus shareholder value.
average sustainability performance improvement
of clients saw increased consumer trust, engagement & brand loyalty
Cited operational efficiencies & supply chain optimisation
Client Stories
DEVELOPING AND IMPLEMENTING SUSTAINABLE PROCUREMENT PROCESSES IN LUXURY DESIGN – ALLECT DESIGN GROUP
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