Gucci, a brand long revered for its luxury and craftsmanship, has recently released its 2023 Equilibrium Impact Report, detailing its sustainability efforts. While the report showcases several strides towards a more sustainable future, it’s essential to scrutinise these efforts within the broader context of the fashion industry’s significant environmental impact. Despite financial pressures, it is imperative that Gucci and other luxury brands prioritise genuine sustainability, rather than using it as a marketing tool.
The fashion industry is one of the most polluting sectors globally, contributing significantly to greenhouse gas emissions, water pollution, and waste. Against this backdrop, Gucci's reported 7% reduction in absolute greenhouse gas emissions across Scopes 1, 2, and 3 from a 2021 baseline appears modest. While the brand’s target to cut emissions by 40% by 2035 is ambitious, it raises the question: is this enough given the urgency of the climate crisis?
Since 2015, Gucci has achieved a 78% reduction in Scopes 1 and 2 emissions, a commendable feat. However, this progress must be measured against the total environmental footprint of the brand, which includes extensive use of energy, water, and raw materials. The fashion industry must adopt more aggressive targets and transparent reporting mechanisms to truly mitigate its environmental impact.
Gucci has made strides in increasing the use of sustainable materials, such as organic or recycled cotton (74%) and responsibly managed viscose (75%). However, the continued use of exotic animal skins, leather, shearling, and decorative feathers suggests a significant gap in their sustainability strategy. These materials not only contribute to biodiversity loss but also involve energy-intensive processing methods that further exacerbate environmental degradation.
The brand’s social sustainability efforts, including the Universal Fair Pay Check certification and leadership programmes for women, indicate a commitment to improving labour conditions. However, the lack of comprehensive tracking of working conditions across the entire supply chain remains a critical issue. Ensuring living wages and safe working environments for all workers, especially in lower-tier suppliers, should be a non-negotiable aspect of any sustainability agenda.
Gucci’s use of animal-derived materials has drawn significant criticism. The brand scored a mere 1 out of 5 from Good On You for its animal welfare policies, highlighting serious deficiencies. Despite having a policy aligned with the Five Domains of animal welfare, the continued use of leather, down, exotic animal skin, and other materials underscores a reluctance to fully commit to cruelty-free and sustainable alternatives. In an era where consumers are increasingly conscious of animal welfare, this stance is not only ethically questionable but also out of touch with market trends.
Gucci’s parent company, Kering, reported a 10% drop in sales for the first quarter of the year, contrasting with the 3% growth of rival LVMH. While financial performance is crucial, it should not overshadow the importance of sustainability. The plummeting sales figures should serve as a wake-up call for Gucci to double down on sustainability efforts. True leadership in the luxury sector involves pioneering sustainable practices, even at the cost of short-term financial gains.
Gucci’s 2023 Equilibrium Impact Report represents a step in the right direction, but it is far from sufficient. The brand’s efforts, while commendable, need to be more comprehensive and aggressive to address the fashion industry’s substantial environmental and social impacts. In a world where the consequences of climate change and social inequality are becoming increasingly evident, luxury brands like Gucci have a responsibility to lead by example.
Prioritising sustainability is not just a marketing strategy; it is an ethical imperative. Gucci must move beyond incremental changes and embrace transformative practices that can genuinely contribute to a sustainable future. Anything less is not enough.
Read the full report here: https://equilibrium.gucci.com/impact-report-2023/people/
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