peter fisk positive luxury around the world in 80 brands

I’m meeting our guest contributor Peter Fisk again, this time in London. We’re sitting at Dover Street Market sipping a fresh lemonade and Peter’s telling me about his latest research for his upcoming book Gamechangers, which looks at the 120 companies who are shaking up markets, and making sense of how they innovate and win.

“What I’ve been focusing on recently is how new business models can have a positive impact and create a better future,” says Peter.

“For example?” I ask.

Peter Fisk - Around The World in 80 Brands
Peter Fisk – Around The World in 80 Brands

“Positive Luxury is a great example right on our doorstep,” says Peter. “Their aim is to curate and champion an exclusive collection of stylish, responsible brands, or as their founder Diana Verde Nieto puts it “creating the ultimate destination for people looking to live a more positive life”.”

“Sounds interesting,” I say. “So what do they do exactly?”

“Their vision is for a world where people and the environment prosper together – where companies and brands are part of the solution. They believe that the best way to promote positive living is to make it attractive, enjoyable and profitable for people, businesses and communities.

“People need inspiration and information, about what is fashionable and innovative, but also the social and environmental impacts of the brands and companies. This is particularly the case for luxury brands that were slower to embrace ethical practices. Consumers want good stuff, and they want to do good too.”

“But how does it work in practice?”

“Simple: Positive Luxury has developed a ‘trust mark’, a logo in the form of a butterfly which they use to label the products and brands that you can rely on.

“Diana chose the logo because of its beauty and fragility – the Large Blue was wiped out in the UK in the 1970s as a result of new farming techniques and over-eager butterfly collectors. In 1983, conservationists started importing the species from Sweden. Thanks to the collaboration of 23 organizations, it became the most successful insect reintroduction programme in the world.”

“That’s an amazing story!” I say. “So what is Diana’s background?”

“She’s originally Argentinean but she lives in London,” says Peter. “She’s a serial entrepreneur, and passionate about brands that make the world a better place. She trained at Harvard’s Kennedy School of Global Leadership, and then with Al Gore’s The Inconvenient Truth team. She also sits on the World Economic Forum’s Global Agenda Council on Sustainable Consumption.”

Peter Fisk, Positive Luxury - Around The World in 80 Brands
Peter Fisk, Positive Luxury – Around The World in 80 Brands

“Impressive! So which brand does she personally favour?”

“I asked her the same thing,” says Peter. “She mentioned Nike. After a series of child labour scandals in the 1980s and 1990s, they have implemented stringent social and environmental policies throughout their business model.”

“For example, their Nike Reuse-A-Shoe programme benefits both the environment and the community by collecting old trainers for recycling. The material that is produced is then used to help create sports surfaces such as basketball courts, running tracks and playgrounds.”

“Those are the kinds of projects I love!” I say.

“I know,” says Peter. “They are great examples. Basically Positive Luxury says that we can all play a part in reversing environmental damage, and that making more informed choices about the brands we choose to buy can help us each to create our own blue butterfly story.”


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Tags: #CBPersonal, #CBNWS, #CoolBrands, CBPersonal, CBNWS, CoolBrands, CoolBrands, Peter Fisk, trust mark, Gamechangers, Positive Luxury, Fisk, The Inconvenient Truth team, Al Gore’s The Inconvenient Truth team, World Economic Forum’s Global Agenda Council on Sustainable Consumption, World Economic Forum’s, Global Agenda Council on Sustainable Consumption,


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