A recent study from Oxford showed that 73 percent of Millennial respondents were willing to spend more on a product if it comes from a sustainable or socially conscious brand. That’s more than what older generations indicated. Furthermore, 81 percent of Millennials expect the brands that they buy into to be transparent in their marketing and actively talk about their sustainability impact. 

Luxury brands pivot towards sustainability and conscious solutions. Famous diamonds luxury brand Tiffany operates in an industry that has come under fire for bringing conflicts to communities in South Africa. In order to change this perception, the brand was one of the first big jewellery names to source metals and diamonds from responsible mining companies. Tiffany now has a zero-tolerance policy for purchasing diamonds from countries with human rights infringements.

“I just ask myself, if I had to pull back the curtain on our factories, would I want our customers to see what’s there?“ - Andy Hart, head of diamond supply for Tiffany