ABSTRACT
Sustainability had become a dirty word, considered un-chic and inspiring the consumer with nothing but apathy. Thankfully broader social concern for sustainability has grown from a dull topic in the early 2000s. A very high percentage of CEOs see sustainability as a key tool for their company's future success. When communities include these leadership elements in the sustainability process, the planning and implementation efforts yield strong economic, social and environmental advancements. Positive Luxury was born with the goal of making sustainability cool, sexy and desirable. Luxury is no longer about the monetary value of goods or services. Luxury is being redefined as quality products or services that generate the most benefit to all involved in its production and trade. What sets Positive Luxury apart from competitors is the fact that it is made up of a very special mix of stakeholders but what is different is that people recognise that they are all just people.
