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.
Gen Z Sustainability Initiatives
Puma's Voices of a RE:GENERATION is a Project with Changemakers
Trend Themes
1. Environmental Voices - More companies may engage young environmental voices to hold them accountable and improve sustainable practices.
2. Supply Chain Accountability - Brands may continue to open up their supply chains to improve transparency and sustainability.
3. Next Generation Sustainability - Future sustainability initiatives may focus more on engaging and providing education to the next generation on environmental issues.
Industry Implications
1. Fashion - The fashion industry may benefit from more sustainability initiatives and transparency like Puma's Voices of a RE:GENERATION project.
2. Manufacturing - More manufacturers may need to focus on transparency and sustainable practices to protect the planet and appeal to consumers' environmental concerns.
3. Consumer Goods - Consumer goods industries may need to implement innovative sustainability initiatives that engage the next generation and create more environmentally-friendly products.