1、RETURN ON SUSTAINABILITY INVESTMENTIN JULY 2021 Positive Luxury issued in its report The Sustainable Finance Revolution a rallying cry for luxury companies to urgently adopt ESG principles across their operations and supply chains to secure a future.Yes,we meant a future for nature and for all peopl

2、e,but equally we meant a future for each luxury business.“Commercial success and profit not only co-exist alongside climate and social justice action to commit to and deliver on bold values and targets have been proven to improve both.”One year later,and the evidence in favour of ESG-led business tr

3、ansformation continues to mount.KEY DRIVERSWhat was once a pre-occupation of the finance&investment industry has become a mainstream concern,with a significant majority of consumers and employees globally influenced by a companys ESG credentials.THE COMMERCIAL BENEFITS OF ESG-LED BUSINESS TRANSFORMA

4、TION2I am more likely to buy from/work for a company that stands up for.Figure 1:The influence of ESG on consumer and employee behaviour Source:2021 PWC Consumer Intelligence SurveyEnvironmentalGovernanceSocial80%ConsumersEmployees80%76%84%86%83%SUSTAINABILITY VS BRANDWhen different age segments(Fig

5、 1)were asked the importance of two key factors when making a purchase,brand name lost out to sustainability in every segment.The delta between the two factors grows to a staggering 26 points by the time we reach Generation Z,with only 49%influenced by brand name but 75%influenced by sustainability.

6、For luxury to be relevant to its growth targets,it must place sustainability at the heart of its culture,products,services and communications.The luxury industry has provided a masterclass over past decades into the art of brand-building,with intangible brand equity a key historical driver of market