Puma: Future is leasing not selling products

According to Puma the future of sustainability for consumer goods brands isn't selling products, but leasing them through a new consumer model that uses loyalty initiatives to drive sustainable business.

Currently Puma already provides drop of points in the stores to encourage customer to return their shoes, this is their way of making customers more aware and involved in the product lifecycle. However they are hoping in the future they can lease shoes to their customers instead of selling them,,as this will allow them to be truly sustainable.

The idea of leasing seems to be more favourable to brands that want to be more sustainable, but this processes of leasing means that both the brand and customers need to be aware of the product design, manufacturing and product usage.

The idea of leasing seem to be focused around the idea of transparency between the brand and the customer.

For further reading on how leasing can be beneficial to a company here are a few links:
http://www.core-collective.org/puma-future-is-leasing-not-selling-products-marketing-week/
http://leasingworld.co.uk/userfiles/file/Leasing%20equals%20Sustainability%201.pdf