Puma is making its 2024 sustainability report more accessible for young audiences with the help of video and social media content created by the Gen-Z environmentalists that are part of the Voices of a RE:GENERATION initiative.

The “Voices” (pictured), who joined Puma in 2023 to advise the company on its sustainability strategy, will summarise the content of the report and focus on the issues that matter most to young audiences, including climate change and circularity.

As a result of its Conference of the People event in London in 2022, Puma made it a priority to be more proactive in communicating its sustainability strategy to younger audiences.

Kerstin Neuber, senior director of corporate communications at Puma, said: “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.”

Puma’s influencers recently discussed leather use as part of podcast and video series. The podcast cited Footwearbiz's sister publication World Leather’s Nothing to Hide website as a resource for industry statistics.

The company has committed to sourcing deforestation-free bovine leather by 2030 and is partnering with the Textile Exchange and cattle farmers in Brazil to support animal welfare and protect forest ecosystems.