With the support of the auditing and consulting firm PwC and the service provider Trucost, sports lifestyle company Puma has compared the environmental consumption of four selected products - two conventional and two sustainably produced. For the first time, the brand expressed the different products environmental weight in Euros and Cents. Puma thus continues the ecological profit and loss account, which was started by the company in 2010.

Alan McGill, PwC UK partner in the fields of “Sustainability & Climate Change”, whose team significantly supported Puma, commented: “By the ecological profit and loss account, the environmental consumption of single products gets a price tag. This way, more transparency is brought into the discussion about raw material prices and the use of natural resources.”

In the prices of the environmental profit and loss account for four Puma products - one traditional and one more sustainable shirt and a pair of conventional and sustainable shoes - environmental factors from the production of raw materials to the use and disposal of products have been considered, in particular: carbon dioxide emissions, water consumption, disposal of waste, air pollution and land use.

Puma intend to calculate their products environmental costs as reference values without any relation to their retail prices. In a company statement, the sports brand explained that they do not expect their customers to bear these costs, but that they would still like to publish them. Jochen Zeitz, Puma’s chair man explained: “It’s not just our task to reduce the environmental impact of our products, but also to include our customers in these challenges and to offer them better and more sustainable alternatives.”