Canada’s Competition Bureau has announced a formal investigation into Lululemon’s environmental assertions featured in its marketing campaigns, following allegations of misleading practices. Marianne Blondin, a spokesperson for the bureau, confirmed the probe to Canadian broadcaster CBC. Stand.earth, an advocacy group leading the charge, has accused Lululemon of engaging in greenwashing, citing disparities between the company’s proclaimed sustainability commitments and its ecological footprint outlined in a recent impact assessment. The allegations suggest that Lululemon’s Be Planet sustainability initiative, introduced in 2020 with promises to reduce greenhouse gas emissions, contradicts findings from its 2022 impact evaluation. The report revealed a significant uptick in the company’s Scope 3 greenhouse gas emissions, which encompass emissions from customer product usage.
In response to mounting scrutiny, Lululemon has indicated its cooperation with the Competition Bureau’s investigation, expressing confidence in the accuracy of its public statements. However, Todd Paglia, Stand.earth’s executive director, informed CBC that the withdrawal of the complaint hinges on Lululemon’s implementation of robust measures to address climate-related pollution within its supply chain. Adding to the pressure, environmental group Actions Speak Louder (ASL) released findings from a six-month investigation into Lululemon’s textile supply chain in April. The investigation uncovered recurrent failures to mitigate adverse environmental impacts, including air and water pollution, greenhouse gas emissions, and a dependence on fossil fuels, particularly coal.
Calls for Enhanced Transparency ASL has urged Lululemon to enhance transparency by disclosing comprehensive information about its supply chain, including energy consumption and environmental impacts. Additionally, the group advocates for the establishment of renewable energy and emissions reduction targets, along with a credible decarbonization strategy. Experts note that the greenwashing allegations reflect broader issues in the fashion industry, underscoring the need for stricter regulations governing campaigns and reporting. Companies must be compelled to provide greater transparency to consumers regarding their environmental efforts and emission reduction measures.
