Insights: Premium & Luxury.
The case for ‘Subtle Sustainability’.
Does talking about sustainability really drive sales for premium and luxury buyers?
SYNOPSIS
The premium and luxury markets have been through a lot. From global instability to changing spending habits, and everything in between. We’ve seen shifts in consumer behaviour, with new and established customers wanting different things. The list of things to manage feels never-ending.
Amidst all this, sustainability — while talked about a lot — often takes a back seat. In the rush to meet other demands, sustainability can often land at the bottom of a brands to-do list.
At the same time, we know that younger generations are leading the charge on conscious consumption. Eco-friendly products and ethical practices are expected, and industry experts say circularity (extending the lifecycle of products) is the next big consideration.
So: are sustainable values really translating into purchases, or is it just buzz? Is it worth spending time marketing sustainability?
