„Be driven, be vibrant, be together, and be you.“
PUMA's values are chosen to empower individuality, personality, and diversity.
And PUMA’s mission since 70 years, to be „forever faster“ does not only mean being quick, but innovating and evolving, being a trendsetter and a rule breaker.
The brand's purpose is not solely selling sportswear. PUMA has already written history, starting with a brother quitting the company build with his sibling because the two didn't share the same values anymore. Going further to invent running chose that has been banned and records becoming invalid because of that, and a campaign calling all the troublemakers. PUMA has never shrank back, never gave up, even in hard times.
10FOR25
Sustainability
In 2015, PUMA has set itself ten sustainability targets to be reached by 2025.
"Our targets are aligned with the United Nations Sustainable development goals and ensure that PUMA works on making its core business more sustainable.“ – Stefan Seidel, Head of corporate sustainability, PUMA
Referring to become a sustainable brand, PUMA is implying to take a leading role in climate action, 90% of the products are supposed to be made of sustainable components, that are certified and traceable. Recycling has become an important aspect, and further research is initiated, hazardous chemicals are banned from the production process.
Besides looking out for waste-water and air emissions, the brand put itself the task of reducing plastic pollution, by joining the microfiber consortium and eliminating plastic bags of the big stores. PUMA is also investing in renewable energy sources, not only for its own sites but also the suppliers’.
Taking action in environmental topics and fighting climate change is a purpose worth investing in. Especially, as the clothing industry has a major impact on the ecological crisis we are facing today. For brands to engage in sustainability is crucial. But as also the awareness and popularity is globally emerging, striving towards a sustainable brand image may be a competitive advantage as well.
Social
Being ethical also means focusing on people, human rights, and social engagement. PUMA’s management claims to stand up for minorities and fight for equality.
In favor for the workers, PUMA manages to decrease injury rates below industry average, and to improve wage practices in the sourcing countries. In order to control on a local basis, audits have been conducted (and will further continue on a regular basis) and a hotline for employee’s complaints has been established.
Furthermore, women play a major role in PUMA’s brand position. While women are increasingly participating in athletic activities, the brand is improving their understanding of the modern feminine consumer.
In 2019, the PROPAH LADY campaign, which brought together a boxer, an international athlete and a transgender Bollywood actress has been launched to further support women. Additionally, employee trainings in regard to the empowerment of women are planned in PUMA's workplaces all over the world. And PUMA repeatedly choses strong women as brand ambassadors.
Standards the brand is implying to act according to are a code of conduct and a code of ethics. It’s applied corporately and via employees as well as business partners.
A brand's obvious purpose is to sell its products, make revenue, and be a successful business. But millennials are increasingly looking for purposeful brands. In order to connect with the customers, brands need more far reaching purposes. Sustainability nowadays is even an objective every company should have in order to maintain in the changing world. Empowering minorities has always been the right thing to do, but people are just waking up now. And acting without threatening basic human rights should've been ordinary, but hasn't been unfortunately.
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Blaschke, L. (n.d.). „Wir arbeiten mit Speed und Spirit". Retrieved November 24, 2020, from https://www.udg.de/de-de/blog/2019/05/wie-die-neue-corporate-seite-von-puma-entstanden-ist
Rentz, V. (2014, August 07). Forever Faster: Mit dieser Mega-Kampagne will Puma die Trendwende schaffen. Retrieved November 24, 2020, from https://www.horizont.net/marketing/nachrichten/Forever-Faster-Mit-dieser-Mega-Kampagne-will-Puma-die-Trendwende-schaffen-121711
Unsere Nachhaltigkeitsziele. (n.d.). Retrieved November 24, 2020, from https://about.puma.com/de-de/sustainability/our-targets
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