Puma CEO Jochen Zeitz is absolutely right when he says CSR is just the start for brands to play a part in the environment (MarketingWeek.co.uk/Puma-CSR).
So few corporations really give a genuine hoot about how they act, how their suppliers operate and how that impacts society. Real sustainability needs to go way beyond CSR and straight into the heart of the entire business.
It takes a great deal of courage to stand up and say you’re going to really take a stand. Hopefully others will begin to take heed.