Environmental and economic sustainability, living a meaningful life that makes a difference for others, and catalysing a better world for all are no longer nice-to-haves, but urgent priorities. Brands that build these imperatives into all that they do will be ahead of the curve, enjoying clear brand differentiation, customer preference and the bottom-line benefits of sustainable operations. Luxury brands are poised – and have a duty – to lead in this new era by becoming ‘conscious economy companies’ and balancing profit with purpose, which is why this session will explore practical ways to embed business practices as a force for good into your operations to make what you do more meaningful for yourself, staff and guests.