Sustainability as a core value

: communication strategies for luxury brands

Abstract

This thesis explores how luxury brands can integrate sustainability without compromising their exclusive image. Literature research and expert interviews reveal main psychological barriers like quality, awareness, and trust that hinder luxury consumers from fully embracing sustainability in luxury. To overcome these challenges, effective communication strategies - storytelling and experiential marketing - were explored. The study further proposes ways to align sustainability with luxury by highlighting ideas like "Slow Luxury", genuine innovation, and synergetic collaborations. By reframing sustainability as something aspirational and indulgent, luxury brands have the chance to redefine opulence, strengthen consumer loyalty, and lead the way into sustainability. The findings provide not only a profound understanding of the dynamics between luxury and sustainability, but also actionable recommendations tailored to the industry. By evaluating best practices across different luxury sub-sectors, the study offers concrete steps for brands to effectively communicate sustainability to resolve the supposed sustainability-luxury-paradox. However, the realization that true change must be demanded, with responsibility resting not only on brands but also on consumers, provides strong incentives for further research in the field of consumer psychology.

Date of Award	30 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Moreira da Cruz (Supervisor)