Sportswear giant Puma, has started a new project to improve its sustainability efforts by working with the subsequent generation of sustainability changemakers.

The "Voices of a RE:GENERATION" initiative begins with a year-long collaboration with four environmentalists "voices" from around Europe and the US.

The four "Voices of a RE:GENERATION" will collaborate with Puma to find ways for the company to enhance its present procedures and interpret sustainability in a way that appeals to the younger generation.

Alice Aedy said that sustainability is a highly unpleasant, complex, but urgent task that affects both humans and the environment. Undoubtedly, the subject is really complicated. Materials and emissions are only the surface of the issue; it also involves the people and systems working behind the scenes to realize a company's efforts to be more sustainable, as well as how the brand, like Puma, is authentically communicating that.

The effort Puma began with its "Conference of the People" in London in September is being continued with this new endeavor. The conference, which covered answers to some of the most important sustainability issues facing the fashion industry, emphasized the need for firms to increase their sustainability communications and openness.

According to research by Puma, 71% of young people feel that their opinions about the environment aren't being heard. They also want to see brands make more environmental commitments (49%), better communicate their goals (40%), and be more transparent (34%).

Making up the ‘Voices of a Re:Generation’ for the year-long project includes US-based upcycler Andrew Burgess, Germany-based sustainable and healthy living vlogger Jaque-Rodney, UK-based visual storyteller, documentarian and co-founder and impact-driven Earthrise Studio Alice Aedy, and France-based visual artist and creative consultant Jade Roche.

Puma's Voices of a RE:GENERATION will collaborate and share their genuine opinions with the company's sustainability team during meetings with Anne-Laure Descours, Puma's chief sourcing officer, throughout 2023.

Anne-Laure Descours, Chief Sourcing Officer at Puma, said that they've always tracked their advancements in sustainable procedures. Their participation at Conference of the People, however, brought to light the reality that the younger generation doesn't always comprehend the facts they provide. They acknowledge the need for change and are dedicated to enhancing everyone's access to and understanding of sustainability. They are starting with Voices of a RE:GENERATION to improve this.