The new face of luxury

Amy Nelson-Bennett, CEO of Positive Luxury and a speaker at the upcoming London Packaging Week 2025, explores how the packaging industry must evolve to meet the changing expectations of modern luxury consumers – and why that shift presents an opportunity, not a compromise.

For decades, luxury packaging has been synonymous with abundance.

Layers of tissue. Boxes within boxes. Intricate and ornate finishes. It was designed to signal value through volume, but times have changed, and so must the luxury industry. In 2025, brands can no longer afford to mistake excess for excellence.

‘On a fundamental level, the definitions and parameters of luxury are shifting,’ said Amy Nelson-Bennett, CEO of Positive Luxury, the sustainability partner for over 175 global luxury brands. ‘Where once people took pleasure in unwrapping layer after layer, almost a ritual of excess, today’s consumers increasingly view that as wasteful. And they are absolutely right. Luxury isn’t disappearing, what we value in it is changing.’

Amy should know. Her background in running high end beauty businesses gave her a front row seat to the old ways of thinking. Today, her mission, and that of Positive Luxury, is to support brands through the sustainable transformation of their packaging, supply chains and ESG strategies. In her view, the industry is at a creative crossroads.

From indulgence to intention

‘Luxury still needs to feel special,’ Amy said. ‘But we have to redefine what creativity and craftsmanship mean in a world that is laser focused on impact.’

That means understanding the new signals of quality. Refillable formats, biodegradable substrates, and intelligently designed components aren’t downgrades. In fact, they may be the most powerful and direct way to convey brand value.

‘There is a real opportunity to place new value on packaging – to treat it as something the consumer genuinely appreciates, whether because it is low impact or designed to be reused. We have clients who still use branded candle glasses or gift boxes that are in consumers’ homes years after purchase. That brand is living in the customer’s daily life. That’s real equity,’ she explained.

The rise of the considered consumer

Today’s luxury audience isn't uniform. But across demographics, Positive Luxury sees one clear trend: people are better informed, less trusting of surface level claims, and more discerning about brand behaviour.

‘Greenwashing has created a very sceptical marketplace,’ Amy said. ‘That makes trust a more valuable commodity than ever before. Sustainability might not always be the top purchase driver, but it is a tiebreaker. It is often a deciding factor between two comparable brands.’

Credibility is everything. ‘We know from consumer and sales research that if you can clearly communicate both product performance and sustainability credentials, you can achieve strong double digit increases in purchase likelihood. But brands must connect the dots for the consumer. Packaging has rarely been a direct and unambiguous part of that story. Now it needs to be,’ said Amy.

Packaging as a bridge, not a burden

Amy believes the packaging sector is uniquely placed to help luxury brands close the trust gap.

‘Historically, packaging was often seen as gimmicky, or just a vessel for logistics. But now, it is a huge creative and strategic opportunity,’ she explained. ‘It can reflect a brand's values in a tangible way. Done right, it becomes an integral part of the product’s story.’

However, she warns against complexity for complexity’s sake. ‘This isn’t about layering on claims. It is about being able to say: 'We chose this material because it is responsibly sourced. This closure can be recycled in your local system. This refill saves X amount of plastic.' Give people real reasons to believe.’

The hidden cost of greenhushing

In a time of increased scrutiny, many large corporations have become cautious about broadcasting their sustainability work. Amy sees that as a mistake.

‘Greenhushing is on the rise, but it is a short term move. If you are silent, the assumption is either you are doing nothing – or you are hiding something. Neither perception is helpful.’

She urges brands, especially those doing the hard work of ESG transformation, to tell their stories proactively. ‘Perfect is not the bar. Transparency is,’ she said.

Meeting the moment

It is no secret that the economic and political landscape is tough. Some businesses have paused or slowed their sustainability plans. But Amy is clear: ‘Don’t go backwards. Even if you have to move slower, stay in the game.’

She notes a growing split in the market. ‘Some brands are leaning out, but others are leaning in – not just maintaining momentum but accelerating it. And those are the brands that will win trust, relevance and long term value,’ amy commented.

The role of events like London Packaging Week

Positive Luxury recently launched a supplier programme to help brands connect with vetted, responsible partners. ‘We constantly hear from brands who are looking for suppliers they can trust. Events like London Packaging Week are crucial for that. They bring innovators, disruptors and decision-makers together in one place,’ said Amy.

But she also offers a word of caution. ‘Greenwashing is rife. You can walk the floor of an exhibition and instantly know that some stands are just green painted theatre. But that also makes it easier to spot the real innovators at events like London Packaging Week. And when someone is doing something genuinely exciting, word gets around fast,’ she said.

Amy recalls seeing suppliers last year who were creating genuinely sustainable solutions – and dominating conversations across the show floor. ‘That buzz is real, and it is earned,’ she continued. ‘That is the power of doing the right thing – and doing it credibly.’

Transformation is a mindset, not a finish line

For Amy, sustainable transformation in luxury isn't a tick box exercise. It is a way of thinking that threads organically through every material choice, every design, and every message.

‘We don't need every brand to be perfect; we need them to be intentional. Sustainability done well isn't about sacrifice, it is about smarter creativity, deeper connection, and long term value,’ concluded Amy.

Amy will be speaking at London Packaging Week, exploring the delicate sustainability balancing act for luxury brands. Join the conversation at London Packaging Week at Excel London on 15 and 16 October. Register for a complimentary ticket today.