The sports company Puma makes its sustainability report in 2024 with the help of videos and social media content, which was created by the Gen-Z environmental activists “Voices of a Re: Generation”, accessible to a young audience.
The voices that have been working for Puma since 2023 to advise the company with its sustainability strategy will summarize the complex content of the report and focus on the topics that are most important for a young audience, including climate change and circular economy. This will make Puma’s sustainability strategy accessible and at the same time reflect the concerns and expectations of the Gen-Z.
“We know that it is not sufficient to publish sustainability data. Our consumers expect transparency, acts and responsibility and they want this to be communicated in a way that arrives,” said Kerstin Neuber, Senior Director Corporate Communications at Puma. “The voices help us to convey the challenges and successes in an accessible and honest way. The focus is on the topics about which young people want to know more about.”
In his sustainability report in 2024, Puma describes the concrete measures that the company takes to reduce its greenhouse gases both in its own company and in the supply chain. This includes scientifically well -founded goals, the increasing use of renewable energies and close cooperation with suppliers in order to achieve measurable progress. The company has also set further goals when it comes to circular economy. In 2024, the waste amount per pair shoes was reduced by 87.8 % and 99 % of the textile waste no longer landed on landfills, but were largely reused or recycled.
In order to improve the choice of materials, Puma has undertaken to obtain deflection -free cowhide by 2030, and works with textile Exchange and cattle breeders in Brazil to improve animal welfare and to protect important forests that store large amounts of carbon. In addition, initiatives such as RE: fibre, Pumas textile-to-textile recycling program are expanded to use less new polyester and reduce the ecological footprint of the products and packaging.
Puma has its goal of producing 9 out of 10 products from recycled or certified materials, and making further progress in its sustainability goals, for example in reducing its greenhouse gas emissions. The full report, which comprises more than 200 pages, was published at the end of April.
After the “Conference of the People” 2022 in London, Puma has made it its goal to communicate its sustainability strategy more proactive to younger target groups. A study commissioned by Puma shows that more than half (55%) of 18- to 27-year-old consumers worldwide believe that companies do not report transparently enough about their environmental effects. The reduction in greenhouse gas emissions is very important for the Gen-Z when it comes to responsible production. A quarter of the respondents (25 %) describe this as an important concern.
You can find more information about the Voices of a Re: Generation initiative on Pumas Forever. Better. website and on the Instagram channels of the Voices.