This case research particulars the findings of the evaluation of a single Cradle to Cradle Licensed product compared to a non-licensed equivalent. Manufacturers must work to encourage a shift from zombie consumerism” to a world the place the patron is extra aware and concerned in the process of designing and manufacturing merchandise, says Puma’s head of sustainability technique Justin DeKoszmovszky.
The research findings (web page 17) evaluation work carried out by the corporate to optimize product efficiency throughout the five quality categories of fabric health, material reutuilization, renewable power and carbon management, water stewardship and social equity, and its impact on business efficiency.
Puma’s emphasis on lifestyle is a serious departure from its original concentration on soccer shoes and different high-performance athletic equipment – a positioning solidified by endorsements from celebrity athletes the likes of soccer legends Pele and Maradona.
To make matters worse, in contrast to competitors based on useful attributes, which generally is proscribed to a given product category, focusing on lifestyle puts brands from totally different classes in direct competitors with one another.
“Because the calorie and nutrition info desk in your cereal field helps you examine the dietary impacts of 1 breakfast choice to a different, our new Puma product EP&L helps you to decide whether one shoe or shirt is more environmentally pleasant, but additionally to interact our customers and assist them make better and more sustainable decisions.