The Liminal Luxurian – a view from the edge of luxury
16: Practical Paths to Planet-Positive Luxury?
This month, I’d like to share with you the Luxury Viewpoint from our just-published Future Forecast – the top fifty trends ad insights you need across ten sectors to inform your thinking in 2025 and beyond. In it, Diana Verde Nieto tells LS:N Global, The Future Laboratory’s consumer insight and intelligence platform, about Reimagining Luxury, her latest book on how to build a positive and sustainable future for brands.
‘This is a book about hope,’ Diana Verde Nieto said at the launch event in London for her book, Reimagining Luxury. Replacing doomerism and cynical climate communications with pragmatism, Verde Nieto offers a refreshing sustainability manifesto rooted in innovation and creativity. ‘We have to change the storytelling,’ she tells LS:N Global. ‘We need a positive, cohesive, hopeful vision for the future.’
‘Right now, there are so many companies that are about to be Nokia, but they don’t know it yet,’ she tells LS:N Global. ‘Don’t be Nokia’?
Armed with positive thinking, Reimagining Luxury seeks to drive change and inspire action via practical frameworks and concrete examples. The book advocates a holistic approach to tackling environmental and social challenges, for those issues are interconnected. On the agenda is practical advice on how to shift mindsets, heartsets and practices to build – or re-build – a sustainable luxury business with longevity.
How can a business improve people’s lives and drive positive outcomes for nature? If such broad and open questions may feel daunting, Reimagining Luxury offer a simple methodology to help companies take achievable, practical steps.
The Reimagining Way framework suggests a shift from trying to limit the negative impact of business to seeking to deliver net-positive outcomes. According to Verde Nieto, the brand mission isn’t about achieving ‘Less Bad’ social and environmental impact, but chasing ‘Positively Good’ outcomes that benefit the company, while simultaneously creating value for people and the planet. She says: ‘If you align your mission, your vision and your values, and keep it consistent in everything that you do, the ‘less bad’ will become positive.’
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Orientating business strategy towards positive outcomes is particularly crucial in the luxury industry. The Argentina born executive rejects the assumption that luxury is traditional, claiming that the sector is an innovation hotbed that is sometimes likened to tradition by amalgamating heritage. But in reality, luxury inspires and pioneers, making it a prime breeding ground for marrying desirability with responsibility.
Alongside defining sustainability mindsets, Diana Verde Nieto introduces a persona you would typically find moving the dial in the sector and embracing these ideas: the reimaginers. This leader profile defines action orientated individuals, known for challenging the status quo, as a catalyst for meaningful change and futureproofing brand strategies.
So as you veer towards overindulgence and wanton excess during this festive season, consider bulk-buying Nieto’s book as the perfect stocking filler – or minimal ascetic choice for that loved one who has everything . As Nieto identifies, now is the time for a positive mindset and positive, hopeful vision for the future. What better way to start 2025. Happy Holidays.
Discover the Future Forecast 2025 report unveiling 50 trends shaping 2025 across 10 sectors. Stay ahead with insights on food, design, retail, beauty, and more. Download now!
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