“What are you made of?” From Beijing to Boston, Birmingham to Bangalore, we are asked this question by stars of sport and screen as they peer from billboards and magazines. The luxury watch company TAG Heuer invites us to feel that wearing its brand provides the answer: you are made of something strong, successful, and beautiful. As the need for sustainable consumption grows worldwide, it is time to ask the luxury brands that very same question: “what are you made of?”.

WWF (World Wide Fund for nature) in the UK has come with a report on deeper luxury. An interesting read for anyone who is involved in the industry of jewelry, accessories, cosmetics, clothing, etc.

WWF-UK ranked the world's largest luxury groups (featuring brands such as Gucci, Yves Saint Laurent, IWC, Garnier, Louis Vuitton, etc.) on their social and environmental performance, as well as analyzing relevant attitudes in the luxury industry. Luxury is about being and having the very best! It's not about following a brand because everyone else does!

With the report WWF-UK urges luxury companies to put sustainability issues at the heart of their business strategy and to benchmark their progress.

The report is written by Jem Bendell and Anthony Kleanthous, and published by WWF-UK in November 2007, the full report is available for download free of charge here: WWF Deeper Luxury Report (pdf)