Positive Luxury
Positive Luxury
Building luxury consumer trust in sustainability
The project in a nutshell
We developed a new communications platform for the luxury industry’s sustainability certification that would inspire luxury consumers to choose The Butterfly Mark.
- Consumer research
- Brand positioning
- Messaging development
- Creative direction
- Campaign strategy
"At Positive Luxury we are experts, we believe in incredible service and our sustainability solutions are tailored to each brand we work with. The Now Work is the same – that’s why they've proven to be our perfect partner. For every challenge, they take the time to understand what we need, then they build a team to deliver exactly what we need. On top of that they are passionate and a pleasure to work with."
Jamie Moore, Marketing Director
Positive Luxury
The challenge
Gen Z, Gen Y and Gen Alpha are set to be the biggest buyers of luxury by 2030. While sustainability demand is growing amongst this audience, their trust in brand sustainability claims is at an all-time low. Positive Luxury enlisted The Now Work to help navigate this tension and develop a new platform that would raise awareness of the Butterfly Mark certification while building trust amongst its luxury consumer target audience. Our task was to drive consumer preference for Butterfly Mark Certified brands and encourage more brands to start their certification journey, all with the aim of raising sustainability standards across the luxury space.
Our approach
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1INSIGHTS AND OPPORTUNITIES
We conducted consumer and cultural research to identify where the certification stood apart from other standards and where it could uniquely meet our audience’s needs and desires.
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2CONSUMER PROPOSITION
We developed a platform ‘Find the Real Changemakers' and that promise that the Butterfly Mark was the ultimate guide to finding brands meeting higher and higher standards for people and nature.
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3TONE AND MESSAGING
We established the brand tone of voice and how to authentically show up in the consumers’ world, setting the standard for credible comms in a landscape that’s rife with greenwashing -
4CREATIVE DIRECTION
We developed the visual identity and full set of third-party guidance to make it easier for brands to powerfully communicate their Butterfly Mark credentials.
The solution
We developed the 360 creative strategy, messaging, visual identity, campaign art direction and communications plan to share the Butterfly Mark story in a way that was attractive to a luxury consumer and also set the bar when it comes to credible, non-greenwashing communications.
Our consumer proposition ‘Find the Real Changemakers’ positioned the Butterfly Mark as the symbol for sustainability in the luxury space – helping consumers to understand what it stands for, how it’s earned and why that matters for them.
Interested in how we could help you? Let’s talk.