Puma aims to further develop its sustainability strategy by including young people’s perspectives and recommendations. The project, called Voices of a Re:Generation, begins with a year-long collaboration between Puma and four young environmentalists from Europe and the U.S. who will have the opportunity to actively shape the strategy.
As part of Puma’s Forever Better initiative, the four Voices of a Re:Generation will work with Puma to communicate sustainability initiatives in a more understandable way that appeals to and engages younger consumers in particular. In addition, they will provide feedback on sustainability practices in line with the company’s 10FOR25 goals. The cooperation will take place on an honest and open basis. This will allow the Voices to share their perspectives and experiences and identify areas where Puma can improve.
Puma’s Voices of a Re:Generation are:
- Alice Aedy, a documentary filmmaker from the U.K. She is the co-founder of Earthrise Studios, a production company that tells the stories of those on the front lines of the fight against climate change.
- Andrew Burgess, an upcycler from the U.S. who wants to change people’s clothing and fashion consumption with the help of his own creations.
- Luke Jaque-Rodney, a vlogger from Germany who shares ways to live a sustainable and healthy life.
- Jade Roche, a visual artist and creative consultant from France, who works with brands to improve their communication.
Voices of a Re:Generation is a continuation of the work Puma began in September 2022 with the Conference of the People, powered by Puma in London. The conference discussed solutions to some of the fashion industry’s most pressing sustainability issues, with a particular focus on Gen-Z. Here, it was emphasized that brands need to improve both their transparency and their communication regarding sustainability.
The progress of Voices of a Re:Generation’s work can be followed on Puma’s social media channels. More information is available at puma.com.
