Throughout 2007 Lifeworth led WWF's project on the
luxury brands sector. This focus is due to luxury
brands importance in people’s aspirations worldwide, their potential to
excel in this field, and a reputation within the corporate responsibility
profession,
for lagging in their social & environmental performance.
"Deeper Luxury: Quality and
Style When the World Matters", written by Lifeworth Director Jem Bendell and WWF's Anthony Kleanthous
was published in November 2007, and made international industry news.
Lifeworth launched two initiatives to enable further
collaboration on this agenda:
* The
Authentic Luxury Network - for industry professionals to engage
* The Star Charter
- for celebrities to only endorse brands commited to social and
environmental excellence.
Lifeworth has partnered with ethical investment
research houses and other consulting firms to offer strategy and
policy advisory services to luxury companies as
well as advice to celebrities, their managers and
PR agencies who are interested in working on this
agenda.