Is Sustainability the New Luxury Marketing Tool?

Webp.net-resizeimageIn the last year the term “sustainability” has risen to the forefront of discussion, and it continues to be a hot theme this year. Whether it’s a buying or lifestyle choice, the demand for sustainable goods, services and travel experiences is rising. Why? Perhaps it’s down to the Millennials…

A recent survey of UK Millennials was carried out to understand what motivates them as a ‘mindful consumer’. Nearly 70% of the respondents said that they would consider a brand’s values and their ethics before making their purchase.

Top luxury and major brands are certainly adhering to the consumer expectation of practicing sustainability. Gucci’s CEO Marco Bizzarri for example pledged that the Italian brand will remove fur from all collections as of the spring/summer of this year, announcing that  “being socially responsible is one of Gucci’s core values, and we will continue to strive to do better for the environment and animals”. Hollywood actress Nikki Reed, an advocate of sustainable and ethical efforts recently launched her brand ‘Bayou With Love’ jewellery collection in partnership with Dell Computers, to create luxury limited-edition jewellery pieces made of gold from old, recycled computers.

In travel, many luxury resorts across the globe are now reassessing their business strategy and consumer offering to ensure that “eco-friendly” measures are taken, for both their guests and the environment.

Our client, Heritage Resorts in the south of Mauritius, for example has recently partnered with NGO Reef Conservation and introduced a campaign entitled “Respect our Coast”. This initiative has been launched to help protect a natural lagoon that borders Heritage Reosrts, oneof the most pristine and well-preserved lagoons on the island. Home to over 70 species of fish and numerous living corals, the campaign has put measures in place to limit damage. For example, offering Avene sunscreen in the resorts’ boutique, a mineral-based screen that has no impact on the environment, reducing the maximum speed for speedboats along the coastline, and providing guests with a reef conservation welcome pack in their rooms, with a lagoon directory that informs guests how to make the most of the lagoon and the environment while ensuring its preservation and much more.

Click here to find out more about Heritage Resorts’ sustainable promise.

If you’d like to learn more about how we may be able to help promote the sustainable efforts and strategy in your luxury resort, please visit or contact our experts: +44 (0)20 8614 7509info@p1communications.com