Last Updated:

10/31/20 10:00 AM

overall rating:

do better

Puma

Internal Representation & Support
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38%

Public Commitment
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42%

External Communication
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58%

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To evaluate this pillar, we take into consideration a range of factors, including but not limited to:

- Employee representation

- Diversity, equity, & inclusion (DEI)

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We weigh a company’s degree of public commitment primarily on their monetary contributions to DEI matters or organizations fighting racial injustice.

Forms of monetary support we look for:

One-off donations
Recurring donations
Grant initiatives
Employee donation matching

 

Highlights

Puma has been extremely specific in disclosing which organizations they support around Black Lives Matter, LGBTQ+, and gender inequality; in addition, when Jamaican model/vitiligo spokesperson Winnie Harlow announced her partnership with PUMA, she specified which anti-racist organizations she is partnering with. Puma has also begun a series called "Black History Moments", which genuinely seeks to educate their followers.

Lowlights

PUMA's public statement around fighting racial injustice did not specify amounts donated to organizations, explicitly acknowledge that they have work to do internally, or provide any sort of plan regarding how they will implement organizational changes.

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We scour the company’s website and official social media channels to determine what message they are sending around racial injustice, how they are communicating it, and whether their communications are perceived as genuine or performative.

Public statement: We verify that companies have made a formal statement regarding racial injustice.

Social media: We consider how a company uses their platform(s) beyond performative allyship.

Representation: For companies that have the opportunity to showcase diversity in their feed, we consider whether they have adequate Black representation and BIPOC representation across their models. 

Looking for an equitable brand as a replacement? Click here to see our directory! 

Deep Dive

I. Internal Representation & Support:

Board of Directors:

> 15% Black, 16% - 20% BIPOC, 31% - 35% Women

Executive Leadership:

0% (none) Black, 0% (none) BIPOC, 31% - 35% Women

46% - 50% Women

Workforce:

Information is not publicly available

DEI Support:

II. Public Commitment

Puma has pledged a donation of Unspecified contribution amount towards racial injustice, specifically for Black lives. Additionally, Puma has engaged in actions that advance racial justice and/or uplift BIPOC communities, such as partnerships with nonprofits or mission-based organizations, sponsorship of individuals who use their platform to speak out on racial injustice, and co-branded partnerships with other companies. Puma is also an advocate for the LGBTQ+ community.

III. External Communications

Puma has issued a public statement, both on social media and in a public memo, addressing racial injustice that explicitly stated "Black Lives Matter." Since June 2020, 0.1% - 9% of the brand's social media content has been centered around racial injustice with posts seeking to continue the momentum of BLM. While the brand has made an effort to include ethnic diversity, specifically increasing Black representation, aside from a post for Pride, there is little to no evidence on social media of inclusion of the LGBTQ+ community (beyond posting for Pride), people living with disabilities, or a wide range of models with varying body types.
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