entirely from recycled materials to designer shoes that boast a small carbon footprint, being green no longer meanssacrificing luxury. Last year alone, consumers saw the launch of the first all- green, business-class-only airline, a high-end vodka bottled in recy- cled glass with a label made from water-based ink and the introduction of “sustainable caviar”—and experts expect this year to be no different. Indeed, marketing and adver- tising firm WPP Group estimated that spending on green products in 2008 would hit $500 billion. A Green Standard Perhaps the most highly visible sect of the luxury green market— cars—have made their mark as well. For instance, the first luxury hybrid, the Lexus RX hybrid, has sold more than 50,000 units since its launch in 2005, helping the company becomea leaderin the hybrid field. Today, the companyoffers three luxury hybrid vehicles, including an all-new RX 450h, and plans to debut a fourth in 2009. But the cars, which run on both gasoline and electric power, don’t just save fuel—they also use some recycled materials, saving room in landfills. In fact, every one of the company’s manufacturing sites maintains near zero-landfill status, meaning that 98 percent of waste resulting from manufacturing is recycled, repurposed or used to generate additional energy. When one of the car’s seat cushions, floor mats or roof liners is made, for instance, the leftover bits and trimmings are used as sound insulation in the doors, roof, floors and chassis. A number of luxury items, including vehicles, can help cut your car- bon footprint. Additionally, company engineers nies that embrace both luxury that does not deteriorate. Used in The site offers tours of cities across the country spotlighting Lexus Hybrid Living Partners, as developed a plastic called TSOP the bumpers, interior panels, trim and parts of the dash and console, it can be recycled indefinitely rather than discarded as waste after a single use. Even the batteries used in Lexus’ hybrids are designedto last the life of the vehicle and are then recycled, helping to keep them out of landfills. Any waste products that are produced making the cars that cannot be recycled end up in a specialized incinerator with 85 percent thermal efficiency. Burn- ing the waste generates electricity and steam that is redirected back into the manufacturing process. A Growing Trend The manufacturer’s approach has gained accolades from con- sumers across the country, with Web sites such as Lexus Hybrid Living (www.lexus.com/hybridliv ing) now gaining popularity. It features a collection of people, products, services and compa- and sustainability. well as focusing on influential people in various industries who are incorporating sustainability in meaningful ways. The site also sponsors events across the country introducing environmentally aware customersto other facets of sustainability. There are even programs, such as the Lexus Eco Challenge, geared toward boosting environmental awareness. Last year, more than 3,500 middle and high school students participated and tackled a wide rangeof issues from recycling, water pollution and vampireelec- tronics to alternative energy, reducing emissions and enhancing forests. This year’s program will award 48 $10,000 prizes, 14 $30,000 prizes and 2 $50,000 grand prizes. For more information, visit www.lexus.com.
