Why luxury brands are linking longevity with nature

From January’s wildfires in Los Angeles to devastating floods across Europe and South America, the climate crisis is becoming impossible to ignore. Despite the growing urgency around sustainability, 63% of fashion brands are already falling short of their 2030 sustainability goals, states McKinsey & BoF’s State of Fashion 2025 report. Adding to the challenge is a rising sense of “sustainability fatigue,” with sustainability no longer being top of mind for the industry or public. The reasons are understandable. Not only are brands navigating economic headwinds — from inflation and reduced consumer spending to rising production costs — but also structural challenges like fragmented value chains, limited traceability, and the higher cost of sustainable materials. In this context, sustainability often takes a backseat. However, as we begin to experience the consequences of environmental collapse, it’s clear that the long-term health of our planet is essential. So, is sustainability fatigue really about relevance — or resonance? Perhaps the issue lies in framing it as a compliance requirement rather than a driver of future value. Today, the shift is clearer than ever. As wellness and longevity emerge as powerful forces in consumer culture, there’s growing awareness of nature’s essential role in both. The longevity economy alone is projected to reach $610 billion globally by the end of this year, according to Bank of America. Meanwhile, the World Economic Forum highlights the intersection of natural capital and longevity as one of the most important spaces to watch in the years ahead. This connection cuts across sectors but is especially relevant to the new era of luxury, defined by its ability to elevate human fulfillment while enhancing longevity and wellbeing. A look at recent initiatives reveals how sustainability has become essential to wellness and longevity. Amaala: Sustainability at the heart of wellness tourism The global wellness tourism industry is expanding at an extraordinary pace. According to Statista, it’s expected to reach $1.35 trillion by 2028 — more than double its 2022 market size. From nature-based escapes and digital detoxes to farm-to-table culinary journeys and sleep retreats, wellness travel is becoming more intentional, with nature as its cornerstone. Amaala is one of the clearest expressions of this shift. Set to debut in 2025 within the Prince Mohammed bin Salman Nature Reserve, it marks a bold step in Red Sea Global’s vision to redefine tourism along Saudi Arabia’s northwestern coast. This first chapter will introduce eight resorts, each offering a distinct take on wellness, performance, and longevity. Once complete, Amaala will run entirely on renewable energy and operate with a zero-carbon footprint, prioritizing marine protection, sustainable architecture, and low-impact guest experiences. Initiatives like this invite us to reconsider: can we still speak of personal wellbeing without acknowledging the health of the planet? What if preserving nature wasn’t a requirement but the very key to unlocking more enriching, elevated experiences? Evian: Water as a symbol of regeneration In the growing wellness economy, it’s difficult not to talk about one element that flows through every ritual and aspiration: water. Not only is it essential to life, but it also underpins the lifestyles we now associate with balance, glow, and longevity. And few brands have turned this elemental force into a cultural statement quite like Evian. With its B Corp certification and its iconic positioning as a modern fountain of youth — reimagined last year through a collaboration with Pharrell Williams — Evian has evolved from a bottled water brand into a platform for wellness, culture, and environmental awareness. These kinds of initiatives reflect the deeper alignment between sustainability, creativity, and care, showing how water can symbolize not just purity but also future-facing luxury — one that nourishes the mind, body, and planet. Porsche: Green cities for better living As part of the 2025 Biennale Architettura exhibition and Porsche’s global initiative, “The Art of Dreams,” the Gateway to Venice’s Waterways platform was recently unveiled as a conversation starter on how cities can progress without leaving their past behind. The 37-meter installation, inspired by Venice’s historic bridges, was surrounded by emission-free water bikes and electric sports boats, offering a glimpse of how clean mobility might soon glide through the city’s iconic canals. The project was developed in collaboration with the Norman Foster Foundation, an institution committed to interdisciplinary research and innovation, grounded in the belief that architecture and urban planning directly impact quality of life. This movement invites us to consider how brands can collaborate to shape the cities of tomorrow — places that protect heritage and promote longevity for both people and the planet. No wellness without sustainability As wellness and longevity rise to the top of cultural and business agendas, there’s a growing temptation to frame them as personal pursuits, rooted in individual routines, tech innovations, or luxury experiences. While these are valid and important, the narrative feels incomplete without a sustainability lens. After all, the goal isn’t merely to extend life but to cultivate ways of living that thrive, nurtured by environments designed for vitality, balance, and regeneration. And none of that is possible without a healthy planet. The recent wave of sustainability fatigue reminds us of the need to reframe the story — not as an obligation but as a key to unlocking richer, more resonant, and deeply human experiences. Just as Amaala places preservation at the heart of the wellness stay, and Evian transforms hydration into a statement of longevity. These examples align with the World Economic Forum’s insight on the intersection of nature and longevity. If we envision a future defined by health, purpose, and meaning, the most visionary brands will be those that see sustainability not as a separate track but as a strategic and creative foundation. Beyond Luxury Group is a futures advisory firm that guides decision makers towards a more purpose and experience driven luxury. Carlota Rodben is CEO and Founder of Beyond Luxury Group and host of the Beyond Luxury Podcast, ranked among the top #2 globally in its category. A best-selling author, she has written Beauty As It Is and Beyond Luxury: The Promise of Emotion, two acclaimed books exploring the future of beauty and luxury. Formerly at CHANEL, she founded the Open Innovation Team in Europe and later led New Concepts for the Global Open Innovation Team. Carlota lectures at institutions including NYU, Glion, ESADE, IE, and Regent’s University London, is a sought-after advisor and thought-leader on innovation, futures thinking, and purpose-driven strategy in the luxury industry. Carolina Soares is the Head of Content and Business Intelligence at Beyond Luxury Group. A former Googler with 11 years of experience in insights and trend analysis, she later transitioned into consulting for leading brands. Carolina has a sharp instinct for translating complex data into meaningful insights and crafting compelling narratives that help shape more desirable, forward-thinking futures.

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Why luxury brands are linking longevity with nature