The luxury brands are slowly changing the way they do business and have become conscious about minimizing the environmental impact by adapting sustainable practices. The French luxury group PPR, that owns important brands like Gucci and has recently acquired Puma, announced an important initiative to shift to practices that provide social and environmental improvements over time. Francois Henri Pinault, CEO of PPR addressed a press conference in Paris to share the details of the program.
The acquisition and merger process of Puma into PPR saw Jochen Zeitz, CEO of Puma, become the Chief Sustainability Officer of PPR. Zeitz is personally committed to the cause and will lead PPR as a group in reaching greater sustainability and social responsibility. PPR Home is the group’s contribution towards developing innovative and sustainable alternatives. The group is hopeful that they will be able to influence others to adapt sustainable practices.
PPR will be launching the Creative Sustainability Lab in close association with Cradle to Cradle. The purpose of the lab is to develop products that follow the laws of sustainability and spread social consciousness across group companies. PPR has already been working on reducing its carbon dioxide emissions year on year. The goal is to offset the emissions in 2010 through this initiative. Puma will be publishing an environmental profits and loss statement in July. A 15 member team of experts has been created under Jochen Zeitz to take the group on the path of sustainability.