The objectives of ‘Sustainable Luxury by the Sustainable Mountain Alliance (SMA)’ are:
To facilitate the shift to responsible, sustainable luxury solutions within the mountain environment through identification of committed, ethical and sustainable luxury products and partners from within the sport and tourism sectors.
To act as a catalyst to promote societal change, influencing behavioural norms of what is desirable, typical or expected to enable the transition to Sustainable Luxury lifestyles and products in the mountain environment.
Science
According to the United Nations Environment Programme Emissions Gap Report, the world’s wealthiest 1% account for more than twice the combined carbon emissions of the poorest 50%. A 2021 report from the Hot or Cool Institute confirmed that high-income countries must reduce lifestyle carbon footprints by 93% by 2050.With such scientific findings in mind and the importance of adopting low-carbon lifestyle options in order to meet our planetary limits and legal and ethical obligations, Sustainable Luxury by the SMA has been established.
Solutions
By foregoing one long-haul international return flight to our beloved Alps on the other side of the planet we can reduce our personal footprint by 1.9 tonnes of CO2. By buying a battery electric vehicle (BEV) to take us to the Alps we can save 2 tonnes of CO2. By switching to renewable electricity within our mountain chalets can curb carbon by around 1.5 tonnes per person. By embracing a vegetarian diet saves around half a tonne of carbon on average
Such major reductions in emissions require substantial changes to our patterns of consumption and behaviour.
Sustainable Luxury by the SMA seeks to deepen brands and wealthy individuals commitment to sustainability by assisting in the identification, understanding and prioritization of solutions that advance ethical, social, environmental and human rights practices throughout the luxury industry value chains. Sustainable luxury will in turn attract more discernible customers, improve a brand’s image, drive innovation and reduce risks associated with climate change.
Sustainable Luxury Partners
Sustainable Luxury by SMA is a unique group of individuals and entities who recognize their role as innovative, ethical catalysts to enable the transition to Sustainable Luxury lifestyles and products in the mountain environment.
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Beauty Disrupted
Free of plastic and harsh ingredients, Beauty Disrupted is all about crafting the best beauty products for people and planet with the ‘Alpine Glow’ range supporting SMA’s efforts.
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Positive Luxury
The only specialist Environmental, Social and Governance (ESG) assessment and certification programme for luxury brands, suppliers and retailers, the ‘Butterfly Mark’ of Positive Luxury certifies sustainable alpine luxury brands and companies.