With the need for drastic climate action more apparent than ever, people’s lifestyles choices are coming under intense scrutiny. Is it possible to live in comfort and luxury in a way that minimises harm to the planet? Proponents of ‘hedonistic sustainability’ believe it can be done.

Climate concerns are reshaping the ways that brands operate across sectors. In the auto industry, this has manifested in the adoption of hybrid and electric drivetrains – but how else can manufacturers tap into eco sentiments? And how are luxury brands making green machines more appealing?

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.

Major fashion houses are tapping bike culture to cater to eco-conscious luxury shoppers, demonstrating a shift in what luxury means to the modern consumer. As people increasingly tie their lifestyle to the fate of the planet, luxury bikes appeal by marrying sustainability and play.