Puma aims to strengthen its relationship with Gen Z customers through its new environmental drive by giving importance to the participation of young people. The company intends to enhance the relevance and impact of its eco-friendly initiatives by placing the youth at the forefront of its endeavours.
PUMA has introduced a new initiative called “Voices of a RE:GENERATION” that seeks to bring the perspectives and recommendations of the next generation to help the brand progress in its sustainability journey. Four young environmentalists from Europe and the US have been given a ‘seat at the table’ to work with PUMA for over a year.
The initiative aligns with PUMA’s commitment to a Forever Better and its 10 for 25 targets. The four individuals will share their perspectives and insights to identify areas where PUMA can improve its sustainability practices. The initiative follows PUMA’s “Conference of the People” event in London, which focused on solutions to sustainability challenges in the fashion industry, particularly for Gen-Z.
The initiative builds upon PUMA’s research, which found that 71% of young people feel unheard of on environmental issues and want brands to make more commitments, communicate their goals better, and be more transparent.
The four talents chosen for the initiative are Alice Aedy, co-founder of Earthrise Studio and a storyteller based in the UK; Andrew Burgess, a US-based upcycler; Luke Jaque-Rodney, a Germany-based sustainability and health vlogger; and Jade Roche, a visual artist located in France. In addition, the group will contact Puma executives, Anne-Laure Descours, PUMA’s Chief Sourcing Officer, and the Sustainability team throughout the year.
In 2022, PUMA topped several sustainability rankings, including Business of Fashion, FTSE4Good, and Corporate Knights, and was ranked number two in its sector by Reuters.
Throughout 2023, PUMA’s Voices of a RE:GENERATION will collaborate with PUMA’s Chief Sourcing Officer and Sustainability team to explore actionable ways to implement feedback within PUMA’s business and sustainability strategy while using the voices’ platforms to communicate PUMA’s efforts transparently and authentically to the world.