PUMA: How to Engage Gen Z in Fashion Sustainability

German sportswear giant PUMA has unveiled its latest initiative to promote sustainability awareness among younger generations. 

As a part of its FOREVER. BETTER campaign, the company has launched Green Flags, a five-part podcast series that aims to educate and inspire listeners on how everyday choices can impact climate change.

Each episode focuses on a different hot topic in global sustainability, breaking the subjects down in simple terms and reflecting on how individuals can make a difference.

The thinking behind PUMA’s new podcast series

The podcast features an engaging trio of hosts: Manchester United captain and Lioness Maya Le Tissier, fashion and lifestyle guru Oli Bromfield, and former professional footballer turned content creator, Moses Duckrell. 

Each week, the hosts take on different sustainability challenges designed to showcase how small changes can make a significant difference in reducing environmental footprints.

Maya is the most high-profile host of the project, and her enthusiasm for the campaign really shines through. 

"I'm so excited to be a part of this podcast which brings sustainability to the forefront of Gen Z listeners,” she explains.

“It's a lot of fun to complete the sustainability challenges and learn more about the small changes we can all make to fight climate change."

PUMA's sustainability goals and how Green Flags fits in

The launch of Green Flags aligns well with PUMA's broader sustainability goals.  Anne-Laure Descours, Chief Sourcing Officer at PUMA, talks at great lengths about the importance of collective action. 

"The Climate crisis can seem overwhelming, however all of us have the power to make better decisions for the future of our planet, no matter how small,” she says.

“It's vital that we travel this journey towards a FOREVER. BETTER together with our next generation to create awareness and inspire collective change."

As part of this journey, PUMA has announced its Vision 2030 sustainability targets, focusing on human rights, circularity and climate. The strategy builds on the German company's 10FOR25 goals, set in 2019 for completion by 2025.

Upcycling and circularity

The second episode of Green Flags is all about upcycling and reviving old clothing items, and the hosts are challenged to reinvigorate some of their old favourites. This challenge aligns with PUMA's commitment to circularity, which includes using recycled materials in their products.

During the episode, Moses shares some interesting and shocking facts about textile waste. "Only 20% of clothes donated for second-hand purchases here in the UK are actually sold," he reveals. 

It’s a surprising statistic, and it speaks to the importance of extending the life of clothing items through repair and upcycling.

The techniques the hosts use to revive their old clothes are simple, but they are designed to be that way. Oliver mends holes in a thrifted jersey using needle and thread; Maya removes some grass stains from a top using bicarbonate of soda and vinegar; Moses removes creases from his trainers using a careful ironing technique.

It’s nothing technical, but these small tips are promoted to show viewers - including the Gen Z target audience - that fashion doesn’t need to be fast.

PUMA's sustainable initiatives

The podcast also sheds light on PUMA's sustainable practices, with Oliver taking time to promote PUMA's innovative recycling program. "PUMA is doing a cool thing called Re:FIBRE where they take old polyester waste and turn it into brand new items of clothing," he says.

He also mentions PUMA’s ambitious target of using "20% recycled cotton and 100% recycled polyester by 2030". 

These efforts are part of the company's broader vision for sustainability, which includes designing products that last, can be repaired and can be recycled into new items once they’re worn out.

Engaging all audiences in sustainability

With Green Flags, it seems as though PUMA is aiming to make sustainability more accessible and engaging for younger audiences. 

It’s the combination of entertainment and education that’s key here: the series demonstrates that small individual actions can collectively make a significant impact on the environment.

As the fashion industry faces increasing scrutiny over its environmental impact, initiatives like this new podcast are important tools in spreading the message, whilst also increasing corporate transparency and consumer engagement.

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