We know that Covid has been the subject of the year so far for 2020, rightly so. Caution about cleanliness and hygiene are at the top of agendas everywhere, so reservations about plastic and single-use packaging have taken a back seat whilst trying to keep the virus at bay. However, this does not mean that sustainability is not still a huge theme for many luxury brands that continue to navigate their way around what the term means for them.

Sustainability is a word we have all become familiar with for decades now, and so we should, but has the meaning become blurred in its overuse? The term “greenwashing”, first heard as early as the 1980’s¹, has been increasingly directed at brands that are accused of making claims that their products have eco credentials, that in fact may not be quite as “sustainable” as they initially suggest, whatever that really means!

Mike Banister, Director of Hunter Luxury, and an advocate for a move to luxury packaging that aligns with brand’s sustainable values, discusses his experience at a conference earlier this year where the focus was on defining what “sustainability” means for brands.

Read the full article