The number of ads featuring celebrities has doubled in 10 years, a period that’s also seen more celebrities involved in various good works.

The stuff we buy has a massive impact on the social and environmental issues we care about. So the Star Charter was proposed by the environmental group WWF in their report ‘Deeper Luxury’.

It invites celebrities to:

1. recognise their potential to influence consumer behaviour.

2. encourage both consumers and companies to be aware of the social and environmental aspects of their activities.

3. consider the social and environmental performance of companies before endorsing them.

4. obtain independent expert advice on that performance before endorsing companies.

5. address any public concerns over the social and environmental performance of the brands that they currently endorse.

6. tell professional colleagues about their commitment to the Star Charter.

This site was launched by the co-author of that WWF report to provide a way for

- everyone to know about and comment on the charter

- the public to find out who is endorsing what brand (and help share info on that)

- celebrities to express their commitment to the Charter and explore what it can mean in practice

Are you a celebrity manager, agent, promoter, or a brand or marketing manager, or a celebrity or emerging talent? If you have a view on what’s possible for celebrities to encourage responsible and sustainable consumption then we want to hear your views. Share them below, or get in touch (email starcharter at lifeworth.com)

Also get in touch if you want to be a contributor to this site, or if you want to discuss supporting the Charter in your work: email starcharter at lifeworth.com

*This site was created and maintained by Lifeworth, a small consultancy helping the UN, NGOs and business pursue innovative strategies for positive social change, including partnerships for responsible enterprise. Lifeworth’s Director, Dr Jem Bendell is lead author of the WWF report that introduced the concept for the Star Charter.*