Sportswear firm Puma is one of ten companies that have cut costs, improved product value, developed new revenue streams and avoided risks thanks to its 'Cradle to Cradle' certification.

The business benefits to Puma and nine other companies who undertook the certification programme were revealed in a report by the Cradle to Cradle Products Innovation Institute.

Through the certification, the companies have been phasing out or eliminating hazardous materials and replacing them with safer alternatives. The study indicates that if all Puma's Incycle closed-loop sneakers are composted at end-of-use, they have an environmental impact that is 87% smaller than conventional products.

The institute said this illustrates the structural cost reduction through re-using product material and increasing resource efficiency. By avoiding traditional resource markets and by reducing dependency on non-renewable energy, the report shows companies' risk was reduced from volatile commodity prices and supply disruption.

"This report shows that companies increasingly recognise the need to fundamentally rethink the way they design and make products to help their customers live more sustainable lives," said Richard Mattison, CEO of environmental data and research firm Trucost.

"The framework we developed helped these ten leading companies quantify and communicate the environmental, social and business benefits achieved through Cradle to Cradle certification. We hope more companies will follow their example."