Vanity Fair magazine's green issue.  On the back is a an advert for TAG Heuer showing Uma Thurman and the strapline "What are you made of?"

What are you made of? ©

“What are you made of?” From Beijing to Boston, Birmingham to Bangalore, we are asked this question by stars of sport and screen as they peer from billboards and magazines. The luxury watch company TAG Heuer invites us to feel that wearing its brand provides the answer: you are made of something strong, successful, and beautiful. As the need for sustainable consumption grows worldwide, it is time to ask the luxury brands that very same question: “what are you made of?”.

The findings of WWF-UK's analysis of the environmental and social performance of the luxury goods sector is presented in the ground-breaking report Deeper Luxury: quality and style when the world matters. The analysis is that despite strong commercial drivers for greater sustainability, luxury brands have been slow to recognise their responsibilities and opportunities.

In Deeper Luxury, Jem Bendell and Anthony Kleanthous present a clear vision and rationale for a more sustainable luxury industry. A compelling business case is presented for a new type of luxury whose deeper values are fully embodied in the sourcing, manufacture, marketing and distribution of products and services. Authentic luxury brands are those that provide the greatest positive contributions to all affected by their creation. They identify their consumers as having the means and motivation to respect both people and the planet, thereby contributing to a One Planet Future.

WWF-UK calls upon the luxury industry to bring to life a new definition of luxury, with deeper values expressed through social and environmental excellence. Their performance and progress on environmental, social and governance issues should be comprehensively measured and reported. WWF is ready to help. Contact us.

WWF recognises a number of positive mining initiatives: