PARIS (Reuters), a French luxury brand Kering Richemont’s Cartier and the Responsible Jewellery Council teamed up in order to establish environmental targets for jewellery and watches, challenging other labels to follow their lead.

This move is in response to increased scrutiny from consumers about environmental issues, particularly among the younger generation, which are key sources for future revenue growth of luxury labels.

This initiative is known as “watches and jewellery initiative 2030”, and includes targets to reduce carbon emission, preserve biodiversity, and follow the Responsible Jewellery Council’s guidelines by 2030.

Jean Francois Palus (managing director, Kering), said that “we have evidence that being together makes you stronger and more powerful to achieve these kinds of goals.”

Kering is already a leading industry player on the environment front in the apparel sector. Francois-Henri Pinault (chairman) gathered numerous international labels together to sign the “Fashion Pact” of environmental commitments in 2019, including cutting down on plastic-use and emissions.

Cyrille Viganeron, Cartier chief executive officer, said that partners in this watch-and jewelry initiative plan to begin recruiting European labels, before moving to other countries. She cited a list with large brands like Tiffany.

Vigneron explained that he believes there would be a lot of important brands, then some smaller brands as well. Vigneron also stated that key suppliers will become involved with the initiative.

He added that high-profitable labels may be under great pressure to sign up.

LVMH, which bought Tiffany https://www.reuters.com/article/tiffany-m-a-lvmh-idINKBN27E13L earlier this year, was absent from the Fashion Pact, which included high-end labels like France’s Hermes as well as lower-end groups like Zara-owner Inditex (MC: