Integrating the UN Sustainable Development Goals into Luxury Industry Marketing Strategies

The luxury industry has kept its exclusive nature since its first days but contemporary luxury brands now make sustainability and social accountability their main focus. Luxury brands need to endorse the United Nations Sustainable Development Goals from 2015, also known as the SDGs. These goals enable businesses to reach environmental sustainability. The 17 sustainable development goals include SDG 12 for sustainable consumption and production, SDG 13 for climate action, SDG 5 for gender equality and SDG 8 for decent work and Economic growth. This research focus on the 4Ps and 4Cs marketing frameworks serve as foundational elements to start implementing sustainable practices. The "Luxury Sustainable Union" should unite brands under the shared mission to promote "Sustainability is the true luxury" as their common slogan. The UN partnership between Herms and Gucci and Burberry and Stella McCartney will establish sustainable practices throughout the entire fashion industry. Businesses should implement environmentally friendly materials with traditional handcrafted products while digital platforms demonstrate their circular service models to customers. Luxury brands can establish sustainability as their core business practice by uniting open business models with contemporary technology and customer-oriented approaches. The companies create partnerships with NGOs and their customer base through their environmentally friendly business operations.