It was about a week after Silverjet went bust that I came across a website for Derrie-Air, which claims to be the world’s only carbon neutral airline, “so you don’t have to choose between living the high-life and saving the planet”. Then I realised it was a joke (the name should have given it away). But actually, this statement isn’t so far from the truth; there are huge opportunities for business to make more sustainable lifestyles appealing to consumers who will not compromise on luxury. There’s no question that eco-luxury is here to stay.

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