Gen Z Sustainability Initiatives

Puma found that 71% of young people felt that their voices weren't being heard about environmental issues and it responded by launching a project called Voices of a RE:GENERATION. With this initiative, the brand is opening up its supply chain to four young environmental voices from Europe and the United States, who will review the brand's sustainable practices and hold Puma accountable. Over the course of a year, the participants will provide feedback and translate sustainability “in a way that makes sense to and engages with the next generation."

This initiative is a continuation of the work Puma began with its Conference of the People, which discussed solutions for some of the fashion industry’s most pressing sustainability challenges, and highlighted the need for brands to improve transparency and sustainability.