Young people demand transparency in the supply chainA research promoted by Stahl highlights the very high attention that young generations give to the issue of sustainability and transparency in the supply chain.
North Carolina State University has launched an interesting course on the evolution that luxury brands will have to face in order to live up to the concept of sustainability and gain the trust of new generations. “The Global Luxury and Management program and in particular the ‛Sustainability in Luxury’ course provide students with an in-depth understanding of sustainability issues by comparing profitability with ethical and social responsibility”, explains director Kristie McGowan.
Stahl, a leader in coating and surface treatment solutions for flexible materials, has commissioned to the students of this course an in-depth research into the future of footwear. The results of the project, which lasted a full semester, were recently presented during the four-day workshop held at the Stahl headquarters in Waalwijk, Netherlands.
According to the data collected by the 42 students, transparent communication regarding the entire production process will be of crucial importance for the future success of high-profile footwear brands. Millennials and Generation Z expect luxury brand proposals to be sustainable, authentic, unique and durable.
Younger generations ask to wear shoes that have in no way damaged the environment or violated human or animal rights during their production process.
It is interesting to note that young consumers also expect brands to be generous and donate part of their revenues to charitable works.
This is how Michael Costello, Stahl’s sustainability director, evaluates the outcome of the survey: “The big luxury brands are constantly putting pressure on us in terms of sustainability. It is a great opportunity for us. We are hence very pleased that even young generations are sensitive to the topic and want, in their future, sustainable products throughout the supply chain. We are inspired by their ideas and ambitions”.