Diana Verde Nieto, Posotive Luxury: Using Data For Good

Data has become a four-letter word when it comes to online shopping — consumers often have to worry about companies selling their personal information or hackers stealing their account information; however, Diana Verde Nieto of Positive Luxury, an online boutique, has found a way to redeem the term. At PSFK CONFERENCE LONDON, she shared how her company is bringing responsible shopping to the internet by tracking if companies are using ethical practices and buying from quality vendors.

Nieto argues that if consumers could easily track where their products are coming from, they would be more inclined to make environmentally-smart decisions. According to the 2012 ConeGreen Trend Tracker, 90% of consumers expect companies to make socially and environmentally friendly products and 77% would boycott a business if they felt misled.

Positive Luxury is working to make this evaluation easier for consumers by creating a QR code behind the clothing label or somewhere on a garment that customers can scan to learn more about the product and the company. Companies can even track the amount of hits their profile has gotten. Verde Nieto shared that those companies who have earth-friendly products have seen significant improvements in website hits and profits.

Some highlights from the talk:

• Consumers are concerned about where their products are coming from and how they affect the environment and society.
• By making product information readily available, customers are more likely to make sound purchase decisions.
• Sustainability needs to be re-invented to become easier and more convenient.