THE GOOD LIVING SCORE: JJA Group’s Innovative CSR Tool Transforming the Home Industry
Founded nearly 50 years ago, the JJA Group, a French family-owned company, is a key player in the home universe thanks to its iconic brands Atmosphera, Hespéride and 5five. Its ambition: to offer as many people as possible quality products, with modern design, accessible and responsible. In 2025, the Group takes a new step in social and environmental commitment with the launch of “The Good Living Score”, a unique tool for measuring and rating the environmental and social impact of its products.
The Good Living Project: an active and structured CSR
This initiative is fully part of a continuous improvement approach called “The Good Living Project”, coordinated since 2020 by Judith Laloupe, the Group’s CSR Director. This committed corporate project is based on four founding pillars: preserving the world around us, encouraging more responsible consumption, bringing human potential to life within the value chain, and collaborating with and for our communities. Aware of the environmental and social emergency – resource scarcity, biodiversity loss, pollution, climate change and social inequalities – JJA has chosen to act in a concrete way. In a context where consumers demand more transparency and responsibility, JJA intends to provide clear and reliable answers on the impact of the products they choose. The company defends a strong idea: only by uniting the efforts of all actors – companies, experts, suppliers, distributors and consumers – can we build a more sustainable future.
A tailor-made innovation for a transforming sector
JJA chose to take the lead by developing a tool specifically designed for its product universes – garden furniture, interior decoration, household utility products and tableware – marketed under its three brands. Designed in 2020 and operational since 2022, The Good Living Score is a CSR business application capable of calculating, in a systematic and reliable way, the CSR impact of each reference.
Based on eco-design thinking, the score evaluates 28 parameters divided into six main categories: working conditions at the manufacturing site, environmental impacts of the product, transport-related impacts, reparability, potential durability and recyclability. The whole is analyzed through the lens of real and usage costs, in a rigorous approach inspired by Life Cycle Analysis (LCA).
To allow informed comparison, JJA uses environmental accounting: impacts are expressed in euros based on public and semi-public databases. Each product obtains a synthetic score, classified on a five-level impact scale, ranging from “very low impact” to “high negative impact”.
This rating system, designed to be readable and understandable by all, has been verified by AFNOR Certification against eight criteria, ensuring its reliability and robustness.
A strategic and operational tool for all links in the chain
The Good Living Score is both a decision-making, management and progress tool. It is used by internal teams to guide the design and choice of products, but also progressively by suppliers, trained in the approach, to improve their practices.
Since 2022, more than 110 employees have been trained in this method thanks to the support of the Blue Loop consultancy.
An integrated simulator allows teams to visualize the potential improvement levers of a product upstream of its marketing: better recyclability, optimized transport, spare parts availability, certified material choices… A continuous progress approach lies at the heart of the project.
A direct response to market and consumer expectations
The Good Living Score was designed by JJA to assess the environmental and social impact of all the products marketed under its brands. Progressively implemented from 2024, this tool is now integrated into the product evaluation process of the Group’s three brands: Atmosphera, Hespéride and 5five. The publication of scores on product pages of websites began in 2025 and will progressively extend to the entire catalog.
Since June 2025, 75% of 5five product pages display their score, and generalization is planned for all 5five references by the end of 2025. A contact form and FAQ are accessible to consumers, to answer all questions about the method or the ratings. A study carried out with Kantar made it possible to adjust the system to the perception of end users and make it even clearer.
The system aims to support everyone in their choices: a responsible product is a product whose impact is classified “very low” or “low”. The score makes visible the efforts on reparability, durability, social conditions of manufacture and material traceability.
A collective, open and pioneering approach
The initiative goes well beyond communication: it transforms the offering. By targeting products with moderate or high impact, JJA is engaging in a redesign of design choices to progress rapidly. The objective: to reach 26% of products rated with very low or low impact by the end of 2025, a goal already exceeded by mid-2025.
As a founding member of the Interscores collective in France, JJA wishes to make its evaluation method a reference in the home universe. Its ambition is to make The Good Living Score a shared reference system, accessible to other companies in the sector, starting with all its subsidiaries (Luance, Tendance, STOF or the Portuguese brand Hôma).
Partnerships have also been forged within the framework of The Good Living Project with committed actors who share the values of JJA Group. This is the case of Planète Mer, a non-profit association working for the preservation of marine biodiversity and education on environmental issues, with which JJA has been collaborating since 2021 through awareness and sponsorship actions.
To ensure the respect and safety of people across its value chain, JJA has been a member since 2014 of the association amfori, an international organization promoting fair working conditions. The Group actively participates in its initiatives through the use of social and environmental standards and audits of manufacturing sites and the concrete valorization of these commitments in product evaluation. JJA has also held the vice-presidency of the French amfori network since 2022, reinforcing its leading role in the approach.
The human dimension is at the heart of the Group’s strategy: it is reflected both in relations with suppliers and in internal working conditions. The company designs its headquarters as a collaborative campus, conducive to fulfillment, continuous training and collective intelligence. It strives to build trust-based and lasting relationships with all its stakeholders, to foster a model of growth that is more supportive, more ethical and more sustainable.
THE GOOD LIVING SCORE, an internally developed tool that integrates eco-socio-design thinking, is intended to measure the environmental and social impact of each item, taking into account its entire life cycle.
Ultimately, The Good Living Score will evaluate all the products of JJA Group. All its brands started using it in 2024 and ratings will progressively be displayed on all product pages of brand websites between June 2025 and the end of the first half of 2026.
“Our ambition is simple: to provide clear, reliable and useful information to make better choices. It is a voluntary, demanding approach that we want open and shared, to collectively move the lines of the decoration and home equipment market.” Judith Laloupe, CSR Director of JJA Group
