In the highly competitive garment and sportswear industry, the question of whether a brand is ethical has become increasingly important to consumers. Puma, a renowned German sportswear brand, has been under scrutiny in this regard. This article will explore various aspects of Puma’s business operations to determine whether it can be considered an ethical brand.
History and Background of Puma
Puma was founded in 1948 by Rudolf Dassler in Herzogenaurach, Germany. However, its roots can be traced back to 1919 when Rudolf and his brother Adolf Dassler started a shoe factory in their parents’ home14. The two brothers later had a falling out, leading to the split of the company and the creation of two separate sportswear giants, Puma and Adidas.
Environmental Initiatives
Use of Recycled Materials: Puma has been increasingly using recycled materials in its products. For example, in some of its shoe lines, it incorporates recycled polyester fibers, which helps reduce the consumption of virgin resources and decreases the environmental impact associated with the production of new materials.
Sustainable Product Lines: The brand has launched specific sustainable product lines, such as the re:suede project. In 2021, Puma initiated the re:suede project, aiming to create a completely biodegradable and compostable sneaker. After a successful pilot project and further research and development, the commercial version of re:suede 2.0 sneakers is now available. Customers can return the worn-out shoes to Puma for industrial composting in exchange for a discount voucher, which shows the brand’s commitment to finding end-of-life solutions for its products.
Reduction of Greenhouse Gas Emissions: Puma has set science-based targets to reduce greenhouse gas emissions generated from its operations and supply chain. It has reported an absolute GHG reduction of 29% when compared to a baseline figure from 2017, which indicates that its environmental strategies are yielding positive results.
Biodiversity Protection Policy: The company has published a biodiversity protection policy that applies to its entire supply chain, demonstrating its awareness of the broader environmental impacts beyond just its own production processes.
Labor Practices
Supply Chain Auditing: Puma’s supply chain auditing is accredited by the Fair Labor Association (FLA) and covers all the final stages of production. This is a positive step towards ensuring that labor rights are respected in its supply chain. In 2023, the company also reported that it met one of its human rights targets in the 10 for 25 strategy by training more than 220,000 factory workers on women’s empowerment and completely mapping subcontractors and tier 2 suppliers for human rights risks.
Living Wage Initiatives: While Puma has taken steps to ensure some workers in the final production stage are paid living wages, this initiative does not yet cover the entire supply chain. There is still room for improvement in this area to ensure that all workers involved in the production of Puma products receive fair compensation.
Diversity and Inclusion: Although Puma promotes diversity and inclusion within its own company, there is limited evidence of such practices being implemented in most of its supply chain. Encouraging diversity and inclusion throughout the supply chain is crucial for an ethical brand, as it helps create a more equitable and sustainable working environment.
Animal Welfare
Puma has made significant progress in animal welfare. It has a formal animal welfare policy aligned with five freedoms and has implemented several measures. The brand no longer uses fur, angora, or exotic animal skin, which it used to use in the past. It also uses silk, down certified by the Responsible Down Standard, and leather from tanneries certified by the Leather Working Group. However, while it states that it uses wool from non-mulesed sheep, there is a lack of clear evidence on how this is enforced.
Social and Community Engagement
Corporate Social Responsibility Programs: Puma is involved in various corporate social responsibility programs. For instance, it sponsors sports events and initiatives that promote physical activity and healthy lifestyles, especially among the youth. By doing so, it contributes to the development of sports at the community level and encourages social cohesion.
Employee Welfare: The company places importance on employee welfare and offers a range of benefits and opportunities for professional development. Its “BE YOU” corporate values emphasize creating a respectful and supportive work environment, which helps attract and retain a diverse workforce.
Philanthropic Activities: Puma engages in philanthropic activities, such as donating to charities and supporting social causes. These efforts extend its positive impact beyond the business realm and contribute to the betterment of society.
Product Quality and Safety
Quality Control: Puma has a strict quality control system in place to ensure that its products meet high standards of quality. This includes rigorous testing of materials, manufacturing processes, and finished products to ensure durability, performance, and safety. By providing reliable and high-quality products, Puma builds trust with its consumers.
Product Safety: The brand is committed to ensuring the safety of its products. It complies with relevant safety regulations and standards, both domestically and internationally, to protect consumers from potential harm. This includes measures such as using non-toxic materials, ensuring proper product labeling, and conducting safety tests on its products.
Marketing and Advertising Ethics
Honest and Transparent Marketing: Puma’s marketing and advertising campaigns are generally based on honesty and transparency. It presents its products accurately, without making exaggerated or false claims about their features and benefits. This helps consumers make informed purchasing decisions and builds long-term brand loyalty.
Responsible Advertising: The company is also careful not to engage in unethical or irresponsible advertising practices. It avoids using offensive or discriminatory language, images, or messages in its marketing materials, and respects the values and sensitivities of different cultures and communities.
Conclusion
In conclusion, Puma has made significant efforts in several areas to be an ethical brand. Its environmental initiatives, supply chain auditing, and animal welfare policies are all positive steps towards sustainability and social responsibility. However, there are still areas where the brand can improve, such as ensuring living wages throughout its supply chain and strengthening diversity and inclusion practices. Overall, while Puma is not without challenges, it is moving in the right direction and has the potential to become an even more ethical brand in the future with continued commitment and improvement.
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