Luxury consumers in Europe and North America are embracing the idea that sustainability enhances, rather than compromises, exclusivity. From vegan leather goods to ethically mined gems, eco-conscious choices are reshaping the luxury value equation. This shift is particularly pronounced among Gen Z and Millennials, who demand transparency and purpose from the brands they patronize. For luxury houses, adopting green practices not only meets these expectations but also builds long-term brand resilience and loyalty in increasingly values-driven markets.