To regard luxury based on a «deeper», «more authentic» approach will require trully excellent social and environmental performance. The mission of the Centro de Estudios para el Lujo Sustentable [Center for Study on Sustainable Luxury] is to assist luxury companies in their transition to sustainability, thus encouraging sustainable business practices across all areas of the organization and their supply chain. To this end, academic learning and research will become vital and current for future «sustainable» leaders. This means taking a broader picture to ensure that social and environmental issues are completely integrated into the decision-making process.