Continuing its initiatives to promote sustainability and circularity as new pillars of its business model, the sports fashion multinational Puma has recently launched "Voices of a RE: GENERATION". The initiative intends to implement the conclusions obtained from its conference, focused on sustainability, "Conference of the People, powered by Puma", with the contributions of young people who are committed to the practice of sustainability within the world of fashion.
Organized by Puma, "Conference of the People, powered by Puma" focused on analyzing the new challenges presented by sustainability for the fashion industry, from an approach especially oriented towards members of the so-called Generation Z. This meeting highlighted the need for brands to try to improve their transparency in terms of sustainability, as well as to try to carry out a more excellent and more open policy when it comes to transmitting the steps and initiatives they are undertaking to consolidate and grow on a value that is becoming more and more decisive for the consumers of the new generations.
Striving for Transparency in the Value Chain
Puma is now trying to respond to these conclusions by demonstrating its commitment to ensuring that its sustainability initiatives are accessible and understandable to anyone, especially members of the new generations, supporting its own report that 71% of young people felt their opinions were not being heard on sustainability and that they would like brands to be more committed to new sustainable practices which made up 49%, better communicate their goals, 40%m and be more transparent, 34%.
Puma has been steadily documenting its progress on sustainable practices. However, during its participation in the Conference of the People, the spotlight was shone on the fact that the next generation doesn’t completely grasp the information that it puts out, as explained by Ane-Laure Descours, Puma's Value Chain Director. In response, the brand recognizes the need to implement change, and we are committed to making sustainability more accessible and transparent to all.
It’s encouraging to see a global brand like Puma becoming more self-aware about sustainability, and being willing and open to having these difficult conversations about how they are doing and how they are planning to do it.
Reducing Carbon Emissions and Responsible Sourcing
In addition, As part of its sustainability strategy, Puma announced a reduction in carbon emissions from both its own operations (-88%) and supply chain (-12%). This was achieved by using 100% renewable electricity through renewable electricity tariffs and renewable energy attribute certificates, switching the company's car fleet to electric motors, using more sustainable materials, and implementing factory-level efficiency improvements.
In terms of products, it expanded its use of recycled polyester to 55% in apparel and plans to use 75% recycled polyester in apparel and accessories by 2025. This is complemented by the fact that its also a member of the Better Cotton Initiative, as well as the Leather Working Group, which further demonstrates its commitment to using responsibly-sourced materials.