Thursday 29 November 2007

"The world of celebrity leads by example and generates an aspirational desire for branded products. These stars have the responsibility to make sure that the brands they are endorsing are not damaging the planet. Let's face it, who wants to pay extra for a dirty brand?" said Anthony Kleanthous, Senior Policy Adviser for WWF-UK.

The report examined the top ten holding companies for luxury brands and ranked them according to their own sustainability reporting, as well as the way they have been judged in the media and by non-governmental organisations.

The brands included L'Oréal, Hermès, Tods, Tiffany & Co and Swatch.

None of these holding companies scored well. The best performer, L'Oréal, scored a C+; many of its competitors failed even to achieve a pass grade.

WWF calls for celebrities to not promote or endorse environmentally damaging products.

"This report is a call to action for the world's top brands to improve the way they do business. Despite strong commercial drivers for greater sustainability, luxury brands have been slow to recognise their responsibilities and opportunities," explained Kleanthous.

WWF-UK is launching a new 'Star Charter' for celebrities to adopt, committing them to consider the environmental and social performance of the brands that they endorse.

"We call upon the luxury industry to bring to life a new definition of luxury, with deeper values expressed through social and environmental excellence," concluded Kleanthous.