PUMA Launches Sustainability 2024 Report with Gen-Z Partners in London

PUMA is bringing its latest sustainability achievements directly to young audiences through a fresh collaboration with Gen-Z changemakers.

Sports giant PUMA is making its 2024 sustainability report more accessible and engaging for younger audiences by partnering with Gen-Z environmentalists from the Voices of a RE:GENERATION initiative. These young leaders are transforming complex sustainability data into compelling video and social media content that resonates with their generation.

Kerstin Neuber, Senior Director Corporate Communications at PUMA: “As a brand, we know that publishing sustainability data isn’t enough. Today’s consumers want clarity, action and accountability and they want it communicated in ways that resonate,” said Kerstin Neuber. “The Voices will help us share our challenges and achievements in a way that’s accessible, honest and rooted in the issues young people want to know more about.”

Gen-Z at the Heart of Sustainability Storytelling

The Voices of a RE:GENERATION, who joined PUMA in 2023 to advise on sustainability strategy, are highlighting issues that matter most to their peers—climate change, circularity, and transparency. Their perspectives ensure PUMA’s environmental priorities are communicated in ways that reflect Gen-Z concerns.

Tangible Progress in 2024

PUMA’s 2024 sustainability report details significant progress:

• Lowering Carbon Footprint: The company is cutting emissions across its operations and supply chain by setting science-based targets, increasing renewable energy use, and working closely with suppliers.

• Circularity Milestones: In 2024, PUMA reduced waste to landfill by 87.8% per footwear pair and diverted 99% of fabric waste from landfill, with most being reused or recycled.

• Responsible Sourcing: PUMA is committed to sourcing deforestation-free bovine leather by 2030 and is working with the Textile Exchange and Brazilian cattle farmers to support animal welfare and protect critical forest ecosystems.

• Innovative Recycling: The RE:FIBRE programme is expanding to reduce reliance on virgin polyester and lower the environmental footprint of products and packaging.

• Product Progress: PUMA achieved its goal of making 9 out of 10 products from recycled or certified materials and continues to lower greenhouse gas emissions.

Meeting Gen-Z’s Demand for Transparency

PUMA’s renewed focus on communicating sustainability efforts to younger audiences follows its “Conference of the People” event in London in 2022. New research commissioned by PUMA shows that more than half (55%) of 18–27-year-old consumers globally believe brands aren’t transparent enough about their environmental impact. Reducing carbon emissions is a top priority for Gen-Z, with one in four (25%) identifying it as a major concern.

Where to Learn More

The full sustainability report, which spans over 200 pages, was published in late April. However, thanks to the Voices of a RE:GENERATION, the key takeaways are now available in engaging formats across social media. More information can be found on PUMA's FOREVER. BETTER. website and the Instagram channels of Aishwarya Sharma, Andrew Burgess, and Luke Jaque-Rodney.

This collaboration with Gen-Z partners signals a new era of transparency and active engagement in the world of corporate sustainability.