The luxury industry excels at selling desire. But in recent years, it has also successfully weaved sustainability into its appeal to consumers, altering people's assumptions about what can be considered valuable, authentic or desirable. In this episode, Eliot speaks to fellow ReD partner Charlotte Vangsgaard and Dr. Stéphane Girod, a professor at the Swiss-based International Institute for Management Development, about what other sectors can learn from the luxury industry on making sustainability desirable. Where has the luxury industry got things right? How has a deeper understanding of communities helped brands connect more meaningfully with their consumers? And what strategic challenges are the world's biggest luxury brands still grappling with when it comes to sustainability?