Sustainable luxury: tips for premium brands

Brands have been aware for a while now that in order to appeal to a wide range of consumers, they have to step up their sustainability game.

Research has repeatedly shown that buyers are prepared to pay more for products they perceive as sustainable - up to 10% more when it comes to Gen Z. And premium products are no exception: over half of survey respondents said they take sustainability into account when purchasing a luxury item.

Luxury purchases tend to be associated with opulence and excess, rather than sustainability. However, the two are far from mutually exclusive: both shun passing trends in favour of durability, consistency and a focus on creativity and innovation.

Here are a few ways premium brands can showcase their sustainability efforts:

More inclusive marketing: luxury brands are increasingly seeking to shrug off a snobbish, exclusionary image of yesteryear with marketing campaigns targeted at increasingly diverse audiences and an upfront approach to social issues.
Strong social responsibility practices: showcasing your social responsibility practices can go a long way towards attracting and retaining customers. Accreditations, company-wide initiatives in favour of sustainability, or new partnerships are well worth highlighting on your website or social media.
A sustainable supply chain: building a sustainable supply chain means carefully thinking through every last link. This involves working with ethical suppliers, sourcing sustainable base materials and considering the least impactful distribution options.

We work closely with premium brands to provide them with eco-friendly packaging solutions that reflect the quality of their contents. To find out more, get in touch with our team.