Luxury brands exist due to their timelessness, stability of value, tradition of high quality, mindfulness of aesthetics and their creators’ high demands on product innovation – these characteristics are in high demand in today’s technology-focused world. Consumers also want to be emotionally touched by their experiences and at the same time maintain strong ideals of sustainability and ethics.

Sustainability is the new luxury paradigm and one of the most valuable tenets for future success. The use of natural resources and the demand for scarce resources such as fresh water, land and raw materials are increasing worldwide. At the same time, global environmental problems such as climate change, soil degradation and biodiversity loss are also growing. The world is facing challenges that the luxury industry can no longer escape. Creators of luxury brands are urged to invest in a sustainable future to protect the beauty and diversity of Mother Earth and preserve it for future generations.

Consumers no longer measure luxury brands by the quality of their products alone but also by the social and environmental compatibility of their creators’ actions. Sustainability initiatives are based on transparency, community spirit and the development of sustainable products. It is our responsibility to make luxury products that are suitable for the world in which we live today and for the future: they should be beautiful but sustainable.

Building a strong, relevant brand, enforcing long-term value creation strategies, involvement in the cycle economy and engaging consumers in conscientious consumption are just some of the opportunities that enable developers of luxury brands to become role models for other industries and to show how sustainability can drive future growth, innovation and brand value in the context of rapid change.

The strategy for continuous growth means focusing on consumers’ values, feelings and emotions. Ethics, respect, love and mindfulness are at the heart of the mission for a sustainable future and a new, more noble form of luxury. Intimacy will be the new value of luxury consumption. It will evolve as trust, transparency and loyalty rise to the top of the consumer rating scale when buyers choose a luxury brand. Luxury brands must build intimate relationships with their consumers by being relevant, personal and authentic. The creation of an authentic brand identity strengthens consumers’ emotional connections.

In the competitive world of luxury goods, small and fine brands, in particular, will gain in prestige and value, allowing developers and consumers to act with deep respect for our planet today and for future generations. By focusing on a deeper value connection with the consumer, developers of luxury brands will advocate for a long tradition of authenticity, timeless design, use of the finest materials, resourcefulness and superior craftsmanship.