PUMA’s ‘Voices of a RE:GENERATION’ Initiative Offers Young Changemakers a Voice in Shaping the Future of Sustainability

PUMA’s Voices of a RE:GENERATION represents a continuation of the work PUMA started in September 2022 with its ‘Conference of the People, powered by PUMA’ event in London. The conference, which discussed solutions for some of the fashion industry’s most pressing sustainability challenges with a special focus on Gen- Z, highlighted the need for brands to improve transparency and conduct greater communication regarding sustainability.

The new initiative builds upon the brand’s commitment to ensuring PUMA’s sustainability initiatives are digestible for everyone, particularly for the next generation, after research conducted by PUMA found that 71% of young people felt their voices weren’t being heard when it comes to the environment and would like to see brands making more commitments (49%), communicating their goals better (40%) and being more transparent (34%).

Throughout 2023, PUMA’s Voices of a RE:GENERATION will meet with Anne-Laure Descours, PUMA’s Chief Sourcing Officer, and PUMA’s Sustainability team to collaborate and present their honest views. Working together, the partnership will explore actionable ways that feedback can be implemented within PUMA’s business and sustainability strategy, whilst also using the voices’ platforms to communicate PUMA’s efforts transparently and authentically to the world.

Speaking on the new initiative Anne-Laure Descours, Chief Sourcing Officer at PUMA, said: “We’ve always documented our progress in sustainable practices. However our participation in Conference of the People has shed light on the fact that the information we share isn’t always easily understood by the next generation. We recognise the need for change, and we’re committed to making sustainability more accessible and transparent to everyone. Voices of a RE:GENERATION is our first step in improving this.”

Alice Aedy, UK, comments: “Sustainability is highly unglamorous, technical but urgent work with impacts for both people and planet. It’s undeniably a hugely complex topic. It’s deeper than just materials or emissions; it’s about the people and processes that strive behind the scenes to realise a brand’s efforts to be more sustainable and it’s also about how the brand, like PUMA, is communicating that with authenticity”.