How Luxury Brands Can Keep Their Sustainability Claims Real And Protect Their Reputation

Recent years have seen a flood of sustainability initiatives and claims from brands eager to show they're responding to climate and environmental challenges and addressing younger generations' concerns about issues such as animal welfare.

But with that has come a growing backlash as people start to question the evidence behind such claims.

A report by the Changing Markets Foundation found that 59% of sustainable claims by both European and UK fashion brands were unsubstantiated or misleading.¹ In a UK survey just one-fifth of consumers said they trust the sustainability claims made by fashion brands.²

While most of this scepticism is directed at fast fashion and its perceived throwaway culture, luxury brands are not immune.