Puma Becomes First In The Industry To Release Its Sustainability Report As A Podcast Series To Reach Gen-z

2 June 2023

Sports brand PUMA has created a series of podcasts to make its 2022 sustainability report more accessible and to connect with a wider and younger audience. The RE:GEN REPORTS podcast gives voice to next-gen thinkers from six countries and distills the report's content into ten episodes, the first three of which are available on all major podcast platforms from June 1.

The creation of the RE:GEN REPORTS podcast and the recently announced Voices of a Re:Generation project is a direct result of the feedback PUMA received last year at its Conference of the People , organized by the company to address potential solutions to some of the fashion industry's most pressing sustainability issues with representatives from Gen Z, industry peers and experts.

" In terms of sustainable development, we believe in collaborations, whether with NGOs, brands or consumers, especially young people who will have to live with the effects of the decisions taken today", indicates Anne-Laure Descours, director of sourcing at PUMA. “ At the Conference of the People last year, we saw that we had to make efforts to reach the younger generations and talk to them about sustainable development. Delivering a sustainability report as a podcast is a first for our industry, but we believe it's an essential step in connecting with Gen Zers and kick-starting these important conversations. »

Each episode of the RE:GEN REPORTS podcast will address one of PUMA's 10for25 sustainability goals and cover a variety of topics, from human rights to sustainable materials sourcing. This will include explaining why the company has set goals in these areas and what progress has been made. Seven additional episodes will be made available each week between June 8 and June 20.

The human rights episode builds on PUMA's goal of training 100,000 people employed directly and indirectly by the company on the topic of women's empowerment. US-based activist, model, and award-winning social entrepreneur Anya Dillard talks to Viola Wan, PUMA's Social Sustainability Team Leader who operates in China. The episode showcases the audit work that PUMA performs in companies that are part of its supply chain.

The goal of making 100% of PUMA products safe is the foundation of the Chemicals episode. This shows German-based vlogger Luke Jaque-Rodney , who specializes in healthy and sustainable lifestyles, in conversation with Klaas Nuttbohm of ZDHC, an organization that works to eliminate hazardous chemicals in the sector. of fashion. Luke is one of the voices of PUMA's Voices of a Re:Generation project. He works with the company to make sustainable development a meaningful element for the new generation, with whom he seeks to initiate dialogue.

The third episode, focusing on circularity, addresses the goal of reducing production waste to landfill by at least 50%. Also the voice of PUMA's Voices of a Re:Generation project, American upcycling specialist Andrew Burgess talks to PUMA's Senior Director of Corporate Strategy, Simon Hessel, about the chemical recycling process and its use in RE:FIBRE, the company's textile-to-textile recycling project.

Collaboration within the sector is the key to sustainable progress. Throughout the podcast series, PUMA will feature representatives from professional bodies, companies and NGOs who encourage brands to ensure the implementation and monitoring of more sustainable practices. RE:GEN REPORTS podcast guests include Fair Labor Association General Secretary Shelly Han; UNFCCC (United Nations Framework Convention on Climate Change) Sector Engagement Manager, Lindita Xhaferi-Salihu; Canopy Founder and CEO Nicole Rycroft and Leather Working Group Traceability Director Vanessa Brain.

PUMA enlisted the help of several next-gen entrepreneurs and sustainability specialists to host each episode, e.g. of Earthhero, as well as the Indian social and environmental activist Ripudaman Bevli , but also Melissa Tan , based in Malaysia and who campaigns for sustainable development and climate action, Yumika Hoskin , the founder of Pecobag in the United States, l American intersectional environmentalist Diandra Marizetand Monica Buchan-Ng, the Acting Director of Knowledge Sharing at the UK Center for Sustainable Fashion.

PUMA's sustainability efforts have been repeatedly recognized. In 2022, the brand reached the top of the ranking based on the Business of Fashion sustainability index, that of the ranking of the PLWF (Platform Living Wage Financials), and that of the FTSE4Good ranking of the fashion sector. The company is also included in Corporate Knights' Global 100 Most Sustainable Companies and has successfully maintained the AAA rating from MSCI and Excellence Status from ISS, two leading sustainability rating agencies. . Reuters also ranked the company number two in its industry and PUMA topped all other sports brands for the first time since 2010 in S&P sustainability benchmarks.

For more information on the RE:GEN Reports podcast and to listen to the first three episodes, click here . PUMA's 2022 Sustainability Report is available in full here .