Consumers’ changing priorities are forcing luxury brands to take stock of their impact, and display sustainable credentials. The Butterfly Mark is awarded by Positive Luxury to brands that meet sustainable and ethical criteria.

Farfetch has launched an online tool that educates shoppers on the eco-impact of their purchases and shows them how to be more accountable in their purchasing decisions. As buyers demand better, brands are heightening their transparency to help shoppers make informed decisions on their purchases.

Although sustainability values may have been put on hold due to the pandemic, people have not turned a blind eye to brands’ long-term decisions towards net positive action. Recognising this, Pandora has announced plans to make its jewellery using exclusively recycled precious metals by 2025.

With American luxury buyers wanting charitable giving to be a more seamless and integrated part of their day-to-day, they’re looking to brands for help. Luxury fashion retailer Olivela enables customers to shop their favorite labels while giving 20% of all proceeds to partner charities.