The Ethical Corporation Awards 2012
Gain recognition from your peers as a global leader in Corporate Sustainability. Join us in the celebration of responsible business excellence this June in London.
Puma 2010 annual report: A bite as big as its roar?
Puma has been busy developing an integrated report and now calculates its environmental profit and loss, and isn’t shy about letting everyone know about it
Puma, the German “sports lifestyle” giant, has been a brand to watch this year. Its PR team has been working overtime to ensure the company’s sustainability efforts don’t go unnoticed, both in CR circles and the mainstream press. But does the company’s 2010 integrated annual report mark a genuine union of business and sustainability?
Initial signs are good. It has introduced some innovative elements of sustainability reporting, such as a separate environmental “profit and loss account”. The supply chain section of the integrated report is comprehensive and shows a commitment to industry collaboration, and a new sustainability scorecard provides solid environmental and social goals. However, as is often the case, the report is not quite as integrated as it seems at first glance.
The company claims that “sustainability is key to Puma’s long-term progress”, yet its “Back on the Attack” business plan is seemingly unconnected to the “Puma.Vision”...
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