Anders Bekeken

PUMA: The First Carbon Neutral Sportlifestyle Company in the World

Geschreven op 22-4-2010 - Erik van Erne. Geplaatst in Greenwashing, Klimaat Facebooktwitterredditpinterestlinkedintumblrmail

PUMAZo, daar kon je op wachten. PUMA is gewoon helemaal de duurzame weg ingeslagen. Vooral met de marketingcommunicatie activiteiten, bedoel ik dan. De persberichten vliegen door de lucht en vandaag maakt PUMA het klapstuk bekend: PUMA to Become a Carbon Neutral Company in 2010.

Is dat mooi of is dat niet mooi? Om te beginnen klinkt het geweldig en men beperkt de neutraliteit tot CO2. Dat is in elk geval duidelijker dan klimaatneutraal.

Blijft even de vraag over hoe PUMA dat gaat doen. Ik zie het al helemaal voor mij. Productiefaciliteiten die helemaal op duurzame energie draaien. Transport met zero-emission voertuigen. Alle producten helemaal Cradle to Cradle. Tja, dat zou toch geweldig zijn.

Niets van dat alles. PUMA gaat alle, ongetwijfeld netjes berekende CO2-uitstoot, compenseren. Gelukkig is men bij PUMA wel bezig om ook zelf het een en andere te gaan doen en worden ook de PUMA shops gestimuleerd om meer werk te maken van een duurzame bedrijfsvoering.

Zie ook: The Solar Powered PUMA Phone: Stopwatch, GPS Run Tracker, GPS Bike Speedo and Pedometer – The New PUMA Fuseproject Packaging: Clever Little Bag by Yves Behar – PUMA Africa: Play for Life supports 2010 International Year of Biodiversity

Sportlifestyle company PUMA will completely offset its own global CO2 emissions to become the first carbon neutral company within the sportlifestyle industry, PUMA announced on Thursday at ‘The Business for the Environment Summit’ (B4E) in Seoul. In addition, PUMA will offset emissions deriving from international travel of the PUMA-sponsored national football teams taking part in the Football World Cup this summer in South Africa.

 “To be the first carbon neutral Sportlifestyle company is the next logical step in our mission to become the most desirable and sustainable Sportlifestyle company in the world,” said Jochen Zeitz, Chairman and CEO of PUMA. “We also took UNEP’s challenge to offset our football teams’ international travels to South Africa very seriously. Our commitment to the environment partnered with our long-standing collaboration with African football made it a foregone conclusion to support their initiative, and we hope in doing so that we inspire other stakeholders in the FIFA World Cup 2010 to follow suit.”

PUMA will compensate the company’s direct and indirect CO2 emissions through offsetting projects in Africa that also take the needs of local communities and the conservation of biodiversity and CSR programs into account. The portfolio of offsetting projects in Africa is being verified by an internationally recognized auditing company according to internationally accepted standards such as the Clean Development Mechanism (CDM), the Gold Standard and Voluntary Emission Reduction standards. PUMA’s total carbon footprint is externally verified utilizing similar methodology applied to the company’s carbon neutral headquarters.

Due to PUMA’s target of its long-term sustainability program to reduce its energy and water consumption, waste and CO2 emissions by 25% by 2015; the amount of CO2 emissions to be offset will decline on an annual basis. However, more than only saving energy, PUMA will require its local offices, stores and warehouses to switch to electricity from renewable sources wherever feasible – in line with its PUMAVision Headquarters in Germany, thus significantly reducing the building’s carbon footprint. To offset the headquarters’ remaining CO2 emissions, PUMA actively supports a wind farm in Turkey as an offsetting project. Through this, PUMAVision Headquarters became the first carbon neutral company head office in the sportlifestyle and sporting goods industry.

PUMA has started to deeply embed its long-term sustainability program into the company’s operations and product cycle, making it an integral part of PUMA’s DNA. With football being a core business of the sportlifestyle company, it is only natural that PUMA responded to the United Nations Environment Programme’s (UNEP) petition that all Football Federations participating in the FIFA World Cup 2010 in South Africa offset their teams’ international travels. Therefore, PUMA will offset the carbon footprint of its football teams – a total of 336 players and officials. The PUMA teams that qualified for the World Cup include: Algeria, Cameroon, Ivory Coast, Ghana, Italy, Switzerland and Uruguay. To further illustrate the importance of UNEP’s `call to action’, PUMA has decided to go one step beyond and offset all local travel and accommodation as well.

PUMA has been collecting E-KPIs (Environmental Key Performance Indicators) from all its offices, warehouses and stores worldwide for the last five years to determine the company’s total carbon footprint on an annual basis. PUMA’s global emissions are classified in accordance to the Greenhouse Gas Protocol, including direct emissions generated through gas, fuel and car fleets as well as indirect emissions generated through electricity and steam from offices, shops and warehouses and further indirect emissions deriving from business travels. PUMA’s carbon offsetting does not
include CO2 emissions through transportation of PUMA products. However, PUMA requested its business partners to initiate reduction of their own CO2 footprint.

Furthermore, PUMA will support the offsetting of its employees’ carbon footprints by subsidizing those emissions generated on the way to and from work by 50%. PUMA CEO Jochen Zeitz will also offset his personal carbon footprint, including direct and indirect CO2 emissions, on his own account. PUMA

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