Lululemon is being sued over its Be Planet marketing campaign in a proposed class action lawsuit filed in Florida District Court.
According to the lawsuit, the marketing campaign misleads consumers into believing that its business practices, products and actions are sustainable and have a positive impact on the environment. However, the plaintiffs argued that Lululemon’s products do exactly the opposite.
The plaintiff seeks class certification, a declaration that Lululemon has violated multiple state and federal laws, forfeiture of all profits, and damages and fees.
Update July 23:
Lululemon pushed back against the greenwashing claims, telling Retail Dive in an email, “We are aware of the recent lawsuit and are confident the statements we make to the public accurately reflect our impact goals and commitments.“ It continues, “We have achieved a 60% absolute reduction of greenhouse emissions in our owned and operated facilities but recognize most of our climate impact comes from emissions of our broader supply chain. We are taking direct action and are committed to collaborating with industry partners to help address supply chain impacts on climate change. We welcome dialogue and remain focused on driving progress. This work is far from complete.” Moreover, “Be Planet” is not a marketing campaign, Lululemon said. “It is a pillar of our impact strategy, outlining the vision, goals and targets which guide our actions and investments. This includes 2030 climate targets and a 2050 Net Zero goal, both of which are externally validated (SBTi).”
