According to the new research by PUMA, in which 6000 young people from the UK, US, France, Germany, Italy, and Spain aged between 18 to 25 were surveyed, revealed that 94 percent of them care about the environment. However, one out of five is not motivated to improve sustainability as the focus is always on older generations.
The sports company is addressing this issue with the Conference of the People, powered by PUMA. The event is the first of its kind. The event will put the voices of Gen Z in the center as all of the fashion industry comes together to address issues and their solutions related to sustainable practices. The event will be streamed live from London on September 6.
When asked young people what they would like the brands to do more concerning sustainability and the environment, taking quicker actions came on top with 52 percent votes, followed by Making more commitments to change what they’re doing with 49 percent, communicating their goals better with 40 percent and being transparent with customers with 34 percent. Also, young people want brands to listen to their thoughts and views about climate change and emergencies as well. 26 percent of those who were surveyed feel that there is no platform to listen to them regarding environmental sustainability. They also said that they want brands to create platforms to hear younger generations’ voices.
For the one-day event that is happening this month, PUMA has organized panels that will feature some of the most reputed voices in the fashion industry as well as some famous faces that everyone will recognize and next-generation thinkers also. They will discuss the topics including tackling waste, using more sustainable materials, impacting climate change, and finding ways for the industry to collaborate to achieve results sooner.
Furthermore, eco-anxiety is rising among young people. About 36% of them admitted that they feel anxious about global warming and climate change. The number is highest in Italy which is 66 percent. However, the sports brand plans to tackle this too. Cara Delevingne who is an actress, model, and activist will be featured in a conversation on how young people can manage anxieties when it comes to the climate crisis.
Conference of the People, powered by PUMA aims to bring together all the peers of PUMA in the industry, activists, NGOs, experts, ambassadors, and consumers and discuss solutions to the challenges related to sustainability in the fashion industry. While loudening the voices of the younger people all over the world.
Anne-Laure Descours who is working as a Chief Sourcing Officer at PUMA said that it is clear that there is a problem as 71 percent of younger people believe that their opinions aren’t heard when it comes to sustainability and the environment. Gen Z will live with the consequences of decisions made today on climate so it is important to hear them in these conversations. Through Conference of the People, the brand can provide them a platform for their voices and create a safe environment for them in which they will collaborate with the industry providing new and better ways of operating.
The event will start on September 6 and the Livestream of the event is free for all.