Puma launches ‘Voices of a Re:Generation’ initiative

German multinational sportswear company Puma has launched a new initiative to advance its sustainability efforts, by collaborating with young environmentalists to guide the brand's sustainability journey. Dubbed 'Voices of a Re:Generation', the project involves four young people from Europe and the US who will work with Puma to translate sustainability into a language that makes sense to the next generation.

The four young people will also advise the brand on how it can improve its sustainability practices, in line with its 10 for 25 targets, the company said in a press release.

The partnership will work on a consultancy basis, with the environmentalists sharing their perspectives and insights, identifying areas where the brand can improve. The initiative builds upon Puma's commitment to ensure that its sustainability initiatives are digestible for everyone, especially the next generation.

The Voices of a Re:Generation project will run throughout 2023, with Puma's chief sourcing officer, Anne-Laure Descours, and Puma's sustainability team collaborating with the environmentalists. Together, they will explore actionable ways to implement feedback within Puma's business and sustainability strategy.

This new initiative represents Puma's ongoing commitment to its ‘Forever Better’ pledge, with a focus on ensuring that its sustainability efforts align with the expectations of young people. It follows the ‘Conference of the People, powered by Puma’ event in London in September 2022, which discussed solutions to some of the fashion industry's most pressing sustainability challenges with a special focus on Gen Z.

Making up Puma’s Voices of a Re:Generation will be Alice Aedy, a UK-based visual storyteller and documentarian; Andrew Burgess, a US-based upcycler who creates his own clothing and fashion designs with the aim of changing the way people consume fashion; Luke Jaque-Rodney, a Germany-based vlogger; and Jade Roche, a France-based visual artist and creative consultant.

According to research conducted by Puma, 71 per cent of young people feel their voices are not being heard when it comes to the environment, and they would like to see brands making more commitments (49 per cent), communicating their goals better (40 per cent), and being more transparent (34 per cent), the release added.
Puma's Voices of a Re:Generation initiative will use the environmentalists' platforms to communicate Puma's efforts transparently and authentically to the world.

“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,” said Anne-Laure Descours, chief sourcing officer at Puma.