Puma is the first company to attempt to transparently lay out its environmental footprint from cradle-to-gate. Placing a monetary value on Puma’s impacts on natural services has helped to illustrate the potentially negative impact depleted ecosystems can have on a business’ future performance. The current economic model must change; a new business paradigm is necessary integrating a company’s environmental footprint into their accounting processes. A transformation of traditional corporate reporting will be central, one that works with not against nature.