Ecorazzi

The World Wildlife Federation released a new report today called “Deeper Luxury” that examines the environmental and social record of some of the world’s top brands, including L’Oréal, Hermès, Tods, Tiffany & Co and Swatch, and asks that celebrities should not promote or endorse environmentally damaging products.

The report takes a look at the top ten luxury brands and grades them according to sustainability and impressions from the media and NGOs. As expected, none of these companies scored well, with L’Oréal receiving the highest of C+. From the release,

“Anthony Kleanthous, Senior Policy Adviser for WWF, said: “This report is a call to action for the world’s top brands to improve the way they do business. Luxury companies must do more to justify their value in an increasingly resource-constrained and unequal world. Despite strong commercial drivers for greater sustainability, luxury brands have been slow to recognize their responsibilities and opportunities. We call upon the luxury industry to bring to life a new definition of luxury, with deeper values expressed through social and environmental excellence. Their performance and progress on environmental, social and governance issues should be comprehensively measured and reported.”

As part of the report, the WWF has also included a “Star Charter” that lists off six principals celebrities should use when exploring what brands to endorse. Two of these include considering the social and environmental performance of companies and attaining independent expert advice on that performance before endorsing companies. Think they’ll bite?