We are luxury brand experts. We like words.

But in the Greening of Marketing, we see language itself being recycled.

The same words reappear. After a while they lose their meaning.

“Most sustainable ever”;  "made of’"; “positive impact”;  “negative waste”;  “carbon neutral”;  “sustainable fashion”….

Everything and everyone is eco-friendly.

It matters especially in luxury brand marketing. Where unique descriptive evocation is required, not overused words.

Jargon is also confusing as ultimately it sidesteps the issue of whether the making of a new garment for example is, you know, actually a good thing for the planet.

(We don’t know our own carbon footprint, never mind that sweater you want made from a rare breed of Manx Loaghtan Welsh sheep…)

We know that ‘sustainability’ means different things to different people in different countries.

Patagonia, doesn’t use the word “sustainable” at all to describe itself or any of its products.

“Sustainable isn’t a word that you’ll hear much at Patagonia. That would be implying that you are giving something back to nature instead of taking something away and we’re not doing that. That’s why we use the word ‘responsible’


The task for luxury brand marketers

The job is to give real accountable meaning to this language and use it to reinforce purchase rather than greenwash and virtue signal.

Our work with renowned US fabric company CORDURA - spanning strategy, messaging, research and multi-media creative execution – has underlined the importance of this to us.

It is the first time this 50-year-old company has taken a position on the matter, and the resulting campaign presents their newly articulated vision, current and planned work to date and commitment for the future.

Successful, it seems to have struck the right note in its tone, and indeed words


Conscientious consumerism in luxury

Of course, consumer behaviour is changing. Covid…

It brings the whole matter of environmental awareness and sustainability into sharp relief.

It’s going to be an iterative journey for us all.

It may be that we will all reassess what and how we but at a deep level.

We may need to truly engage and invest in everything we own and take responsibility for it.

Not just as a transaction, a material good, but as a useful, meaningful possession that has to be looked after properly.

That requires us to think differently about the Stuff we buy.

Two recent influencer examples:

Ikea’s new campaign promoting an eco-conscious life aims to make frugality fashionable.

Greta Thunberg won’t be buying any new clothes:

On clothes, she said:

“The worst-case scenario I guess I’ll buy second-hand, but I don’t need new clothes. I know people who have clothes, so I would ask them if I could borrow them or if they have something they don’t need any more. I don’t need to fly to Thailand to be happy. I don’t need to buy clothes I don’t need, so I don’t see it as a sacrifice.”

The luxury brand world is changing - are you ready?

Marketers and brands should now be having the conversations that will set direction for the coming era.

Anew is well placed for both luxury and sustainability conversations, having in-depth experience of both.

We are brand development and marketing specialists for ambitious businesses of excellence. We help companies increase brand profitability through sharper insights, distinctive propositions, creative ideas and faultless execution. We are particularly adept at working directly with luxury brands, business owners, start-ups and entrepreneurs who are committed to sustainability, outstanding quality and craft.

You can read more about us here

Drop us an email. Based in the heart of London, we'd be delighted to meet for a coffee, either face-to-face or virtually to discuss your brief.

Other articles