CEO of PositiveLuxury.com seeks to educate consumers on the luxury products they purchase to drive sales and cut down on waste.
As CEO of online consumer publication Positive Luxury, Diana Verde Nieto leads efforts to bridge the gap between sustainable consumption and the production of positive living. At PSFK CONFERENCE LONDON 2012, Diana discussed how by providing a digital resource for everyday consumers to research the luxury products they purchase, understanding how they are produced, manufactured or sourced, she hopes to “reconcile against the speed that natural resources are being consumed.”
Through the company’s research she’s gathered the following:
- 90% want to believe they can purchase social products
- 70% don’t want to pay more
- 77% will boycott a company in a social or environmentally manner
“It’s difficult to care when the information is so inaccessible,” she highlighted. As a result, her company has created a ‘Vote with your money’ initiative, a blue butterfly icon that is integrated into various shopping sites to alert customers when products have been ‘approved’ as sustainable.
Since working with world renowned brands such as ASOS Africa and embedding the blue butterfly stamp, the business has improved across all areas: 148% increase in product views, 122% increase in web visits, 88% increase of items in customer check out baskets.
Diana’s video – and the videos of all the other speakers at PSFK CONFERENCE LONDON 2012 – will be available from October 2012.