Puma wants feedback on its sustainability strategy from young environmentalists.

In an effort to better connect its environmentally conscious initiatives with Gen Z consumers, Puma is placing youth at the centre of its latest environmental push. Through their platforms, the participants will be able to share the brand's efforts, and the new initiative aims to investigate practical ways to incorporate their feedback into its strategy.

Voices of a Re:Generation is the name of the programme.

Four young environmentalists from the U.S. and Europe will work with Puma executives on sustainability initiatives as part of the year-long campaign. The initiative expands on prior efforts made by the shoe and clothing company, which, according to a press release, placed highly on the Business of Fashion's sustainability rankings last year.

The diverse panel was motivated by research that revealed 49% of young people want brands to make more environmental commitments, and 71% of young people do not feel like their voices are being heard when it comes to environmental issues.

For more details go here: