Butterfly mark certification
Butterfly mark certification Overview
SUSTAINABILITY CERTIFICATION BUILT FOR LUXURY
The Butterfly Mark is sustainability certification designed specifically for luxury businesses, turning sustainability action into trust. Built around clear, evidence-based requirements across Environment, Social and Governance, the standard draws on recognised global frameworks, standards and legislation, while addressing the issues important to luxury.
Brands provide evidence against the requirements for their business, with assessment and certification carried out independently by an authorised third-party certification body. The result is credible proof of the action they are taking for people, nature and business – helping brands build trust, communicate with confidence and gain competitive advantage.
Every business that earns the Butterfly Mark receives a Digital Butterfly Passport, making verified sustainability information accessible to consumers and other stakeholders. It can be shared across websites, product pages, QR codes, point of sale, tags and packaging – helping brands communicate their sustainability action wherever their customers encounter them.
EMBED SUSTAINABILITY IN YOUR BUSINESS
The Butterfly Mark framework embeds sustainability across your business and brand strategy, with clear requirements spanning Environment, Social and Governance
FUTURE-PROOF YOUR BUSINESS
Turn sustainability action into business value – reducing waste, costs and risk while building resilience, driving innovation and strengthening competitive advantage
BUILD TRUST THROUGH VERIFICATION
Give consumers and stakeholders credible proof of your sustainability action. Independent third-party verification and certification helps you communicate with greater confidence and credibility
JOIN THE BRANDS TO TRUST
Join a global community of luxury brands committed to action for people, nature and business. Through webinars, community briefings and events, connect with peers to share knowledge, ideas and progress
COMMUNICATE WITH CONFIDENCE
Use your Butterfly Mark and Digital Butterfly Passport across websites, product pages, QR codes, point of sale, tags and packaging – giving consumers accessible, verified information about your sustainability action
Accelerator Programme
Accelerator Programme Overview
Created for ambitious luxury start-ups and businesses under £1m turnover, the Positive Luxury Accelerator Programme helps smaller businesses strengthen their sustainability foundations, build for commercial growth and work towards Butterfly Mark certification. You’ll join a curated community of like-minded luxury businesses, with a structured programme combining expert guidance, practical tools and regular support.
COMMERCIAL FOCUS
We understand unlocking the commercial potential of sustainability is challenging for start-ups and micro businesses with limited time, funding and people. Our Accelerator Programme will help strengthen your ESG foundations, embed sustainability across operations, leadership, strategy and culture, and build credible proof for compelling brand narratives. You’ll turn sustainability action into commercial value, while working towards independently awarded Butterfly Mark certification.
APPLICATION CRITERIA
- Ambitious luxury start-ups, micro-brands or retailers operating in Fashion, Beauty, Jewellery & Watches, Interiors, Premium Drinks or Travel & Hospitality
- Annual turnover under £1m ($1.3m / €1.2m)
- A clearly articulated business plan demonstrating a healthy focus on both purpose and profit
- Evidence of action across Environment, Social and Governance – demonstrating a commitment to building a responsible and resilient business
HOW IT WORKS – QUARTERLY INTAKE
- Each quarter, we select up to six ambitious businesses to join our structured eight-month programme, designed to build strong foundations for sustainable growth
- Together, we’ll strengthen your ESG performance and embed sustainability across your business
- We’ll help you connect your sustainability action with your brand narrative and business goals – turning credible progress into commercial value
- Clear milestones and regular check-ins provide structure, accountability and the opportunity to learn alongside other luxury businesses
HOW YOU BENEFIT
STRUCTURED PROGRESSION
Follow a clear, structured programme with defined milestones, regular check-ins and dedicated Account Manager support, alongside ambitious luxury businesses facing similar challenges
A CLEAR ROUTE TO BUTTERFLY MARK CERTIFICATION
Build the foundations and evidence needed for the Butterfly Mark – the only assessment and certification programme specifically designed around the needs of luxury businesses
MARKETING SUPPORT & COMMERCIAL FOCUS
Amplify your verified achievements through Positive Luxury’s owned channels and communication tools to turn your sustainability action into business and brand value
Good Supplier Programme
Good Supplier Programme Overview
YOUR GATEWAY TO TRUSTED, RESPONSIBLE PARTNERSHIPS
By evaluating, recognising and promoting suppliers that demonstrate responsible practices, we help luxury brands identify credible partners and build more resilient, responsible supply chains.
The path to becoming a Good Supplier is straightforward. Guided by a dedicated account manager, suppliers complete an ESG assessment and provide evidence across key areas of their business. Positive Luxury vets and scores the evidence against defined criteria, and suppliers that meet the required scoring threshold are recognised as Good Suppliers, listed in our directory and welcomed into the Positive Luxury community.
Whether you’re a supplier seeking recognition and greater visibility with luxury brands, or a brand looking to strengthen your supply chain or discover new responsible partners, find out how the Good Supplier Programme can work for you.
STAND OUT
Suppliers are vetted by Positive Luxury against defined ESG criteria. Those who meet the required threshold are listed in our Good Supplier Directory, promoted to our community and wider audience, and provided with a Good Supplier badge and promotional toolkit to communicate their status with confidence.
SHOWCASE YOUR STRENGTHS
Each Good Supplier has a dedicated profile highlighting its areas of strength. Profiles are searchable by sector, geography and product category – making it easier for luxury brands to find and connect with responsible suppliers that meet their needs.
CONNECT
Our directory of vetted suppliers helps luxury brands discover and connect with responsible partners across the value chain – making it easier to build relationships with suppliers that align with their sourcing priorities and values.
Communications & consultancy
Communications & consultancy Overview
SUSTAINABILITY FIXES, WITHOUT THE FIXED COST
Access decades of sustainability, luxury, business and communications experience without adding to your team. Together with our expert network and specialist partners, we provide flexible support for sustainability projects large or small – bringing in the right expertise when you need it.
Explore our consultancy services across Strategy & Governance, Transformation & Implementation, and Reporting & Communications.
STRATEGY & GOVERNANCE
Build a strong sustainability strategy and governance framework that turns ESG priorities into clear business action, strengthens decision-making and builds long-term business resilience.
TRANSFORMATION & IMPLEMENTATION
Turn sustainability ambition into practical action across your business and value chain. From climate and circularity to nature, human rights and responsible sourcing, we help you reduce risk, strengthen resilience and create business value.
REPORTING & COMMUNICATION
Craft complex sustainability information into clear, credible and compelling communications. From impact reporting and regulatory requirements to consumer communications and training, we help you bring sustainability progress to life, build trust and strengthen your brand.
CARBON & OTHER SERVICES
CARBON & OTHER SERVICES Overview
NET ZERO MADE EASIER
Every credible climate strategy starts with understanding your carbon footprint. But collecting the right data, measuring emissions across Scopes 1, 2 and 3 and knowing what to do next can be complex.
As luxury businesses respond to evolving regulation and stakeholder expectations, it’s essential to work with a partner who can make carbon measurement and data analysis efficient and intuitive. Positive Luxury combines specialist expertise with industry-leading tools to help you measure and understand your carbon footprint and identify where action can have the greatest impact.
Whether you’re measuring your footprint for the first time, developing reduction targets or progressing an existing net zero strategy, we can help you move from carbon data to practical action – from footprinting and analysis to emissions reduction, target setting and planning.
END-TO-END CARBON SUPPORT FOR LUXURY
From calculating your carbon footprint across Scopes 1, 2 and 3 to identifying opportunities to reduce emissions, set targets and plan for progress, we give your team the insight and support to turn carbon data into action.
EXPERT SUPPORT AT EVERY STEP
Wherever you are on your climate journey, our sustainability experts help you make sense of the data, make informed decisions and take action. We can also help you turn complex carbon and climate information into clear, engaging communications for your stakeholders.
COST-EFFECTIVE EXPERTISE
Our trusted technology partners combine powerful carbon measurement tools with ease of use, supported by Positive Luxury’s sustainability expertise. Together, this gives you an efficient, cost-effective way to measure your footprint and turn insight into action.
Digital Product Passport (DPP)
Digital Product Passports are becoming a key part of the EU’s move towards greater product transparency and circularity, with adoption expanding progressively across different product categories. Positive Luxury has partnered with Buyerdock to offer luxury brands a scalable DPP solution designed to help them prepare for evolving EU regulation, while unlocking greater value from product information. Our experts can help you get your Digital Product Passport up and running – making product information more accessible, supporting transparency and compliance, and creating new opportunities for consumer engagement and trust.
FIND OUT MOREREAL ACTION. REAL RESULTS. REAL VALUE.
Over 130 luxury clients trust us to help them take meaningful sustainability action and meet standards that matter for people, nature and business. This helps deliver ESG-driven value through cost savings, brand equity, employee loyalty and consumer engagement.
of clients recommend us
of clients saw increased consumer trust, engagement & brand loyalty
Cited operational efficiencies & supply chain optimisation
