Sportswear giant Puma has launched a fresh initiative called "Voices of a Re:Generation," bringing together young environmental activists from Europe and the United States to enhance the company's sustainability initiatives, as reported in a recent press release. This move follows Puma's high ranking in the Business of Fashion's sustainability rankings last year and aims to better engage Gen Z consumers with the brand's Earth-conscious endeavors.

The decision to form an inclusive panel was driven by research revealing that 71% of young people feel unheard on environmental matters, and 49% desire greater commitment from brands in this area. The "Voices of a Re:Generation" program will focus on integrating participants' feedback into Puma's strategy, while leveraging their platforms to publicize the brand's efforts.

Anne-Laure Descours, Puma's Chief Sourcing Officer, acknowledged the necessity of change in a press statement, pledging to make sustainability more "accessible and transparent to everyone."

The quartet chosen for the project includes UK-based storyteller Alice Aedy, co-founder of Earthrise Studio; US upcycler Andrew Burgess; German-based sustainability and health vlogger Luke Jaque-Rodney; and French visual artist Jade Roche. The group will engage in discussions with Puma executives, including Descours, and the brand's sustainability team throughout the year.

Puma's research reflects a growing concern for the environment among younger consumers, with a Piper Sandler survey indicating that 19% of teens ranked it as their top concern, followed by racial equity at 9%. The same study highlighted the increasing spending power of this demographic, making it essential for brands to effectively cater to their interests.

However, some companies' sustainability efforts have been met with skepticism from young consumers, who are wary of "greenwashing" tactics. The "Voices of a Re:Generation" coalition could provide Puma valuable insights into engaging this audience more authentically. The brand has previously pursued Gen Z consumers through a partnership with Pokémon Go and a metaverse experience.

Sources: https://www.marketingdive.com/news/puma-climate-activists-sneakers-gen-z-marketing/647076/