We argue that the top-end market is maturing and that high-end consumers are also becoming concerned about sustainability. When marketers decide to move up the market with top-end products, they should seriously consider the concept of sustainability. They need to touch the consumers’ human spirit with a sustainable business model. Early examples of these practices are found in companies such as Whole Foods, Patagonia, and Herman Miller. They charge higher prices but maintain a very loyal consumer base that is willing to pay more for the sustainable practices of the companies.
