Some time ago I wrestled with whether the concept of sustainable luxury is an oxymoron! By definition a luxury is “an inessential, desirable item” and as such it could be argued that its non-essential state makes it in no way sustainable “conserving an ecological balance by avoiding depletion of natural resources.

It is safe to say, as I have discussed recently, that it is now clear to me that far from being conflicted, businesses in general, especially luxury brands are increasingly proving why their existence is critical in the movement to save our natural resources and with it our planet.

Take Soneva Resorts for instance, who offer intelligent luxury experiences to their guests, with sustainability and the environment at the forefront of every activity in which they undertake. Soneva acquires a sustainable attitude through several initiatives including Soneva Changemakers whereby Soneva believes that businesses must exist for a greater purpose than shareholder returns. This attitude allows Soneva to allocate significant resources towards the Soneva foundation which are meaningful projects that have a positive social, economic and environmental impacts. Projects include the Myanmar stove project which provides up to 200,000 families with fuel-efficient stoves, reducing wood consumption and air pollution by up to 80% and also similar to the work we do with WaterAid. Soneva clean water projects also work alongside water charities to provide clean drinking water to millions of human beings globally. Soneva has set the standard in which all businesses and members of the public should follow.

As businesses, we have a huge role to play to create a more sustainable and environmentally friendly world. We have the resources as a collective to make a real difference in order to tackle the issues and change the attitudes of the public to become much more environmentally aware. We are lucky to be in such a generation whereby people are starting to become aware of these issues with huge corporations starting to allocate significant expenditure towards sustainability. We have the ability to set the standard to which the public can follow, throughout our everyday business activities, we have the capabilities to make much more of a significant positive impact on the planet.

The luxury market in which spas operate shares a special relationship with sustainability and environmentally friendly activities. People associate spas as a luxury amenity in which they see as an infrequent occasion, because of this and because of spas adopting a much more sustainable future through the use of natural ingredients, the public may be convinced to adopt much more of a sustainable lifestyle similar to that of which spas exercise.

Soneva resorts are leading the way and have set the standards in which we should all aim to follow. Their objective is not just to become much more sustainable in the host countries in which they operate, they also aim to create a much more sustainable world. Hopefully, the work of Soneva and other corporations who are also setting such standards can inspire the rest of the world to do the same, the problem is only getting worse, therefore, we need to act quickly. At Proverb, we have noticed the increasing problem the world faces and are committed to helping. We have been inspired by the work of Soneva and others and have decided to make a change. Our upcoming refillable deodorant reduces the consumption of single-use plastics whilst also supporting WaterAid in their work to provide clean water, decent toilets, and good hygiene to those who need it most.

More than ever I am convinced that businesses hold the key to changing the way we think about sustainability and those in the luxury sector have the customers that can afford to make better decisions for themselves and the planet and in so doing lead the way in systems and technology that other business and consumers can engage with.

As someone, the other day pointed out, who would have thought the founder of an online payment platform would end up consulting for NASA! But that is exactly what Elon Musk is no doing have having created the best electric cars in the world on the journey, which includes open-sourcing his tech to other automotive companies!!


Musk reminds us of Tesla’s reason for existence. “Exciting to see all the new electric vehicles coming to market! We created Tesla to accelerate a sustainable future & it’s happening!” he wrote.

Just another reminder of what we can all achieve with the right attitude…


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