Mission and Principles
The mission of the Authentic Luxury Association is to galvanize designers, entrepreneurs, executives and experts to demonstrate creative forms of production and consumption that encourage a sustainable global society. Members agree that authentic luxury products and services provide consumers with what is personally, socially and environmentally the best. They strive to provide that for their customers by aspiring to meet relevant international standards on social and environmental performance throughout the lifecycle of their products and services, while encouraging others to do the same.
ALA founds its work on a set of Authentic Luxury Principles which its participants are invited to endorse and enact. These five principles are:
- Sustainable development is a key challenge of our time and requires business leadership to empower both consumers and employees to respond;
- Due to premium investments in quality and communications, luxury brands have a particular opportunity and responsibility to lead both business and consumers in the pursuit of sustainable development;
- Making a greater contribution to sustainable development in comparison to other companies in similar business sectors is now a key dimension to being a high-end brand;
- Achieving social and environmental excellence requires a luxury brand to manage its performance on all the issues identified by relevant and credible international standards, as established by intergovernmental or multi-stakeholder agencies, and deliver superior performance on an increasing range of those issues;
- The implementation of a strategy for social and environmental excellence requires prioritizing issues raised by stakeholders in the value chain, with transparency on performance and collaboration to reduce any negative impacts and increase positive contributions.
The criteria for implementation of these principles will be developed by General
Members, Associates and Board Members of ALA.