Positive Luxury launches Connected Butterfly Mark
Positive Luxury — the company behind the Butterfly Mark ESG certification — had updated it with the launch of the first phase of the Connected Butterfly Mark, “enabling people to make conscious purchase decisions at a click”.
The move comes 11 years after the original mark’s launch and is intended to “enable businesses to demonstrate their sustainability efforts directly to their consumers and other stakeholders with data-led transparency and confidence”.
It said its new tool “can be easily embedded and accessed on a company’s website or retailers’ product pages by clicking a widget button, or via hyperlink, QR code or NFC tag directly from the product or retail environment – from product labels and packaging to the shop window – anywhere a company’s products and services are sold or promoted”.
Blockchain-ready, the Connected Butterfly Mark has also been designed to provide product-level traceability in phase two, which will happen in 2023.
The company said it’s an industry first and that names including Tom Ford Beauty, Smythson, Anya Hindmarch, Etro, 111Skin and many more have been signing up to adopt the new tech.
It added that it “will give power to consumers who will be able to shop with full transparency by just a tap of their smartphone – easily accessing a company’s ESG+ profile”.
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