From GOLD to GREEN

In business, service is all about the human quality, values, details, timming, anticipation, etc. Specifically in luxury it is not a surprise that products and services gain that unforgettable experience and that “magic” from the service provided. As Karl Marx said referring to value and labour: gold and diamonds are luxuries and have a high value because it takes a great deal of labour to find and extract them. This is the great value of the service. Now it is understandable that service is not only one of the pillars in the luxury world but as it is based on the wellbeing of the people (clients and personnel) it’s also a main pillar in sustainability.

Basically Sustainability is wellness (Social, environmental and economical); at first glance luxury and sustainability doesn’t seem compatible, lets say that consumism and the democratization of luxury in the 20th century changed the true perception of luxury. However following the actual commercial behavior here is a clear example of how these 3 pillars work and luxury gains a new value: from gold to green.

The green trend has entered into so many industries it has become a top quality product or service. For instance luxury cars such as Porsche are the first to offer hybrid engines or hydrogen fuel cells to riche clients, therefore it is the wealthy class who buy these cars and not only adopt the brand’s values but have peace of mind and brag their eco-satisfaction.Eventually and counting on the democratization of luxury, that type of technology will be accessible to the masses, and reinforce a sustainable behavior. It is up to the “Luxury leaders” to canalize this tool to promote awareness and the eco-satisfaction as a positive luxury. From hotels, events, real estate, to cars, gastronomy and fashion being sustainable it is a tool, but only the true and congruent can have long-term positive results and a green status in the industry.