All things sustainability were discussed in a town hall setting, along with an expert panel from PUMA and its supply chain partners. Audiences were encouraged to ask tough questions and critique through the panel space and online through her QR code-accessible app Slido. Questions from attendees included how Puma weighs profits against overproduction, how it handles its Scope 3 emissions, and whether short-term focus to appease investors is sustained long-term. It was focused on how we were getting in the way of potential goals, and so on.

The overriding theme of the event was how brands communicate directly with their audience while supporting their sustainability efforts. The event also featured an immersive digital experience, sustainable product display and screen printing activation. Puma also showcased the Re:Suede sneaker, which launched in trials in April. Forbes found that 62% of Gen Zers prefer to buy from sustainable brands and are willing to pay more for ethically produced goods. And while Shane’s hoarding isn’t going away, more of his Gen Z consumers are focused on asking the tough questions before buying from a brand.

At the event, Puma CEO Björn Gulden said that while the brand is doing well, it outperformed Kering and Levis, scoring the highest score in the benchmark BoF sustainability index, but there is still a long way to go. “We all know we haven’t done enough. The industry has done a lot. [of good] Over the last few years, our suppliers in particular, and we have changed. But the only way we can keep changing is by working with our competitors. ”

Event attendees said they wanted more interactive elements and clearer information about Pum’a’s commitment to sustainability. “If [brands] If you really want to draw people in, they have to do it and make it more engaging,” attendee Rachael told Glossy. “Big brands usually do anything to avoid being criticized. [Puma was] It was so cool to be willing to take criticism in front of people at our event. “

Puma’s chief sourcing officer, Anne Laure Descourt, said the next generation has the right to engage directly with the brand. “Today is about collaboration, engagement and maintaining a very positive mindset. There is a lot of goodwill, energy and ambition out there to fix what is going on. [in the industry]'” she said at the event.

Other brands are looking to Gen Z employees for feedback. Italian shoe brand Golden Goose held its first ‘Move Forward Ideathon’ in July, bringing together employees from corporate and retail teams to brainstorm innovative ideas for sustainability.

Local brands such as Stella McCartney and Marine Serre have long focused on appealing to a younger, sustainability-conscious demographic, so European events like Puma have a direct advantage. Question-and-answer events are likely to become more popular as brands focus on speaking directly to their audience.

“The success of a Generation Z event hinges on harnessing the community. Harnessing the shared connections and unity of interests of core groups of people, and creatively translating those values ​​into real life through experience. That’s it,” said Z strategy and marketing firm PRZM, which partners with Gen-Soho House and Sotheby’s events. He added that brands should see Gen Z-focused events as an opportunity to promote a hyperlocal and social component that connects inclusion and unique experiences.