Bring Me Back Case Study
How corporates have converted issues of natural resource into business opportunity.
Case 1- Puma’s ‘Bring Me Back’ Program
Puma runs the Bring Me Back program with I:CO, a global recycling company, which is aimed to encourage the recycling and re-usability of sports products among consumers by providing a simple and convenient process. Consumers bring used shoes, clothing and accessories from any manufacturer to a Puma Store and deposit them in the designated “Bring Me Back” bins in the tores. The used products are then sent off to be recycled or reused in manufacturing. This means they are either broken down and re-used to create raw materials, or they are re-used in case they are still in a suitable condition, or they are recycled into new products.
With the “Bring Me Back” initiative Puma is helping in protecting the environment, trying to eliminate waste by recycling the used products to create new ones. This effort is another step forward toward the long-term goal of transitioning to a closed cycle loop
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The year 2013 marked a significant improvement in the alignment and support towards sustainability goals shared by Puma and its majority shareholder Kering.
Puma has refined its global sustainability strategy that outlines four key impact areas where they drive activity to improve its impact. The new strategy includes insights from the Puma Environmental Profit and Loss, Life Cycle Assessment studies, materiality analysis, and consumer research as well as input from its critical stakeholders during the 2013 stakeholder dialogue Talks held at Banz. The four Impact Areas are:
• Social: being equitable with everyone that are touched by its business
• Environmental: being responsible with natural resources
• Industry: promoting industry change towards more sustainable value
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