The sports company PUMA has invited next generation environmentalists to ‘take a seat at the table’ to offer their ‘voice’ and insight into the brand’s sustainability strategy.
The project has been coined ‘Voices of a Re:Generation’ and will kick off by including four young environmentalists from across Europe and the US in a year-long consultation initiative as PUMA develops its strategy for the future.
These four Voices will work with the brand to translate sustainability in a way that makes sense to and engages with the next generation while also feeding into how the brand can drive greater sustainability practices in line with its 10 for 25 initiative.
The work will be handled as ‘honest and candid consultancy’ as the four youths share their perspectives and insights in identifying areas the brand can improve.
The four young environmentalists making up PUMA’s Voices of a Re:Generation board will be:
Alice Aedy – a UK-based visual storyteller, documentarian and co-founder of Earthrise Studio, an impact-driven media company focused on human stories from climate frontlines.
Andrew Burgess – a US-based upcycler determined to change the way people consume clothing and fashion.
Luke Jaque-Rodney – Germany-based sustainable and healthy living vlogger who explores better ways to live sustainably.
Jade Roche – France-based visual artist and creative consultant working with brands to improve how they communicate.
PUMA’s Voices of a Re:Generation represents a continuation of the work PUMA started in September 2022 with its Conference of the People. The conference discussed solutions for some of the fashion industry’s most pressing sustainability challenges with a special focus on Gen Z.
PUMA’s A Voice of the Re:Generation follows PUMA’s own research that found 71% of young people felt their voices weren’t being heard when it comes to the environment. It discovered that 49% of those would like to see brands making more commitments, 40% want them to communicate their goals better, and 34% want them to be more transparent.
Throughout 2023, PUMA’s Voices of a Re:Generation will meet with the brand’s chief sourcing officer, Anne-Laure Descours and the brand’s sustainability team to collaborate and present their views.
“We’ve always documented our progress in sustainable practices,” said Anne-Laure. “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.”
