Sportswear giant PUMA is making a bold shift in how it communicates its environmental efforts, enlisting a team of Gen-Z climate advocates to interpret its 2024 sustainability report for younger audiences. The move is part of the company’s ongoing Voices of a RE:GENERATION initiative, launched in 2023 to involve youth perspectives in shaping and sharing its sustainability journey.
Instead of releasing its comprehensive 200-page report solely through traditional channels, PUMA is rolling out video content and social media storytelling co-created by its youth ambassadors. The aim: to make complex environmental data more engaging and relevant for younger consumers, whose expectations around brand transparency and climate action are rapidly rising.
“Publishing sustainability data isn’t enough,” said Kerstin Neuber, Senior Director of Corporate Communications at PUMA. “Today’s consumers want clarity, action, and accountability—and they want it delivered in ways that resonate with their values and digital habits.”
The 2024 report outlines tangible progress toward reducing PUMA’s environmental impact. This includes cutting greenhouse gas emissions in both direct operations and across its global supply chain, increasing renewable energy adoption, and working with manufacturing partners to reduce waste.
One of the highlights is PUMA’s success in diverting 99% of its fabric waste from landfill, with nearly 88% of footwear waste per pair avoided as well. The company also hit a major milestone—90% of its products now incorporate recycled or certified materials, aligning with science-based targets for climate action.
Beyond materials and emissions, PUMA is deepening its focus on circularity and ethical sourcing. The brand is expanding RE:FIBRE, its textile-to-textile recycling initiative, and has pledged to use only deforestation-free bovine leather by 2030. It is partnering with the Textile Exchange and cattle farmers in Brazil to ensure traceability, promote animal welfare, and protect carbon-rich ecosystems.
The decision to co-create content with Gen-Z voices stems from insights gained at the brand’s “Conference of the People” held in London in 2022. New research commissioned by PUMA confirms a growing trust gap—55% of 18–27-year-olds worldwide believe brands are not being transparent enough about their environmental impacts. Reducing carbon emissions remains a key priority for this age group, with one in four citing it as their top concern in sustainable production.
“We’re not just selling sneakers—we’re curating a conversation,” one of the RE:GENERATION youth advisors stated in a campaign video. “By making sustainability human and honest, we can help more young people see how their values are reflected in the brands they support.”
With the Voices of a RE:GENERATION campaign, PUMA hopes to redefine how corporations report sustainability—not just as a compliance measure, but as an ongoing dialogue with the next generation of changemakers.
More information is available at foreverbetter.puma.com.
