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Volcom Announces "New Future" Sustainability Program
THE ONGOING JOURNEY OF TURNING SUSTAINABILITY COMMITMENTS INTO ACTIONS
Following the results of a recent report from Volcom’s parent company Kering on the group’s ambitious 2012-2016 sustainability targets, Volcom has released an update on their progress and a detailed plan outlining the path forward. Building on the success of these targeted efforts, Volcom is continuing to refine and focus its sustainability initiatives in a progressive program called New Future.
Sustainability efforts began humbly at Volcom back in 2005 and three years ago, the brand aligned with Kering’s broader sustainability commitments and outlined a list of their own goals: undertaking a yearly Environmental Profit & Loss (E P&L) analysis, a reduction of emissions, waste, and water use, and making Volcom surfing events Deep Blue™ certified, among others.
Since then, Volcom has followed through on four E P&L analyses, eliminated PVC from the product supply chain, increased the amount of sustainable materials in the product mix, and achieved Deep Blue Surfing Event™ certification from the non-profit Sustainable Surf for its major surf events.
Utilizing E P&L analysis and working in partnership with the Kering sustainability team, Volcom has gained valuable practical insights to streamline the product supply chain while reducing impacts on the ecosystem. The lessons of this focused approach will guide the brand’s sustainability strategy going forward, in the comprehensive New Future program.
The New Future program is a 360-degree sustainability plan driven by Volcom’s vision of Strong Oceans + Stable Climate + Smart Society. By combining key factors that include Responsible Manufacturing, Impact Evaluation (E P&L), and Giving Back, New Future provides the roadmap for Volcom’s future.
With renewed and evolving goals, Volcom has set its sights on better fiber sourcing—using more recycled content and organics, integrated brand messaging, New Future training to all employees, and consideration for end-of-life of all products. Additionally, the brand has recruited former VP of Sustainability Derek Sabori’s new agency, The Underswell, for continued advice and strategic support to fully implement this plan.
"As our efforts continue to deepen, we’d like to focus in on a meaningful pathway that will highlight our commitment to responsible manufacturing, drive favorable results in our E P&L, and resonate positively with our customers. We believe our New Future roadmap does just that," said Todd Hymel, CEO of Volcom.