Puma introduces “game changing” environmental report

Puma has revealed its first report to put a financial value on its environmental, social and economic impact in order to demonstrate how CSR activity can be of benefit to the boardroom.

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It claims to be the first global business to place a “true value” on the environmental impacts of its business and says its environmental profit and loss (E P&L) report “sets a new benchmark in corporate environmental reporting”.

By attaching a monetary value to its environmental impact, Puma says it can better understand the implications of business decisions and use it as a metric to measure positive actions to deliver commercial benefits.

The report values CO2 at €66 (£57.8) per tonne and water is valued at €0.81 (70 pence)/metre cubed.

The overall impact of Puma’s supply chain was valued at €94.4m (£82.7m) for 2010. Greenhouse gases contributed €47m (£41m) (49.8%) and water €47.4m (£41.5m) (50.2%)

Puma, which is part of the PPR Group, plans to use the findings to “better direct its sustainability efforts and initiatives” and find ways to make its products more sustainable.

Speaking at the launch of the report in London today (16 May) Jochen Zeitz, Puma chairman and CEO and chief sustainability officer at PPR says: “The E P&L statement is a milestone in Puma’s mission to become the most desirable and sustainable sports lifestyle company in the world. It is an essential tool and shifts how companies can and should account for and integrate the true costs of their reliance on ecosystems into business models.”

The report is the first stage of a three-stage process to producing a full account of Puma’s environmental, social and economic impacts.

In the first stage, Puma valued the impact of greenhouse gases and water consumption because they have the most significant impact. It will later measure other environmental factors such as acid rain, waste and land use.

Stage two will include social factors such as fair wages and working conditions. The final stage will value social and economic benefits such as job creation, tax and charity, which will be offset.

Puma also aims to use 100% sustainable packaging, and reduce carbon energy and water by 25% by 2015.

Alan McGill or PwC’s sustainability and climate change division, also speaking at the event says: “This is a first for a company to measure and value the impact of its business in this way and gives Puma an unique and challenging insight into their supply chain. It’s a game-changing development for businesses to integrate environmental issues into their business model.”

Puma worked with PwC and Trucost to develop the methodology for the report.

Read Marketing Week’s feature on CSR and profitability here

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