PUMA’s ‘Voices of a RE:GENERATION’ Initiative Offers Young Changemakers a Voice in Shaping the ‘Future of Sustainability’
14 April 2023: PUMA has announced a new initiative that looks to evolve how the brand navigates its sustainability journey by including the next generation’s perspectives and recommendations. The project, coined Voices of a RE:GENERATION, will kick off with PUMA collaborating and giving a ‘seat at the table’ to four, young, environmentalist ‘voices’ from across Europe and the US over a year-long period.
Part of PUMA’s ongoing commitment to a Forever Better, the four Voices of a RE:GENERATION will work with PUMA to translate sustainability in a way that makes sense to and engages with the next generation, in addition to feeding into how the brand can drive greater sustainability practices, in line with its 10 for 25 targets.
Making up PUMA’s Voices of a RE:GENERATION, will be ..
• Alice Aedy – UK-based visual storyteller, documentarian and co-founder of Earthrise Studio, an impact-driven media company focused on human stories from climate frontlines.
• Andrew Burgess – US-based upcycler determined to change the way people consume clothing and fashion through his own creations.
• Luke Jaque-Rodney – Germany-based sustainable and healthy living vlogger who explores better ways to live sustainably.
• Jade Roche – France-based visual artist and creative consultant working with brands to improve how they communicate.
PUMA’s Voices of a RE:GENERATION represents a continuation of the work PUMA started in September 2022 with its ‘Conference of the People, powered by PUMA’ event in London. The conference, which discussed solutions for some of the fashion industry’s most pressing sustainability challenges with a special focus on Gen-Z, highlighted need for brands to improve transparency and conduct greater communication regarding sustainability.
The new initiative builds upon the brand’s commitment to ensuring PUMA’s sustainability initiatives are digestible for everyone, particularly for the next generation, after research conducted by PUMA found that 71% of young people felt their voices weren’t being heard when it comes to the environment and would like to see brands making more commitments (49%), communicating their goals better (40%) and being more transparent (34%).