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Luxury Labels Flaunt Green Cred

Top-end firms realize eco-friendly image can boost brand value

By Rob Quinn,  Newser Staff

Posted Jul 2, 2009 7:02 AM CDT

(Newser) – As traditional luxury good buyers make way for a new generation of eco-conscious consumers, luxe brands are jostling to show off their planet-saving credentials, the Wall Street Journal reports. Firms like Louis Vuitton and Tiffany are snapping up eco-friendly firms, introducing new lines, and using green themes in their advertising in an effort to reinvent brands associated with conspicuous consumption.

"We want to change the way we conceive our business, socially and environmentally speaking," said the head of French retail giant PPR, home to the Gucci and Yves St. Laurent brands. The firm—which got a 'D" on a 2007 corporate report card from conservationists—has sponsored an eco-documentary highlighting the damage human excesses do to the environment, and has tied executive bonuses to targets like reducing carbon emissions.

The owners of Gucci have funded a documentary highlighting man's abuse of the environment.
The owners of Gucci have funded a documentary highlighting man's abuse of the environment.   (AP Photo/David Guttenfelder)
Luxury goods firms are trying to appeal to a younger, more environmentally friendly group of consumers as their core market ages.
Luxury goods firms are trying to appeal to a younger, more environmentally friendly group of consumers as their core market ages.   (AP Photo/Reed Saxon)
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Preview of the environmental documentary "Home," funded by French luxury-good firm PPR.   (homeproject)

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COMMENTS
Showing 3 of 3 comments
mloyal
Sep 19, 2011 3:57 AM CDT
It's true that Brands are becoming Environmentally and socially conscious. Mloyal which provides mobile loyalty platform to top luxury brands have experience of managing various marketing campaigns for them which has something good for the society or the environment. 
Jojo
Jul 2, 2009 12:40 PM CDT
I still think whoever came up with the whole buying/selling carbon emission credits is the biggest frigging genius (con artist) in the history of the world. Imagine, someone came up with a way to profit off of how much someone pollutes.
Fondue
Jul 2, 2009 4:09 AM CDT
Greenwash.

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