we’ve talked about the current cultural conversation around ethics, and the new consumer conversation around luxury. but where the rubber meets the road is in the conversation between brands and consumers.
ethics as the new luxury won’t affect advertising and marketing as much as it will messaging. the shift won’t be on spend, but on the stories that get told.
the march issue of departures offers a solid example of this in its story into the blue. “while the maldives struggles to deal with the rising seas of climate change, new resorts like the st. regis are doing their small part.” that line alone — the rising seas of climate change — would eliminate a swath of conservative consumers who “don’t believe” in global warming, but triggers passionate support among a much larger segment whose politics have commandeered their wallets.
the idea of eco-travel or ethical fashion is not new — for years companies like elevate destinations and designers like stella mccartney have built their brands on the idea of ethical luxury. but now it’s not just a side conversation with a conscientious few. the new luxury is a mainstage badge of social responsibility, impact, and alignment. so each message has to be an invitation to not only buy, but to be part of the solution.