Environmental advocacy organization Stand.earth has announced an anti-competition complaint against Lululemon Athletica with respect to its “Be Planet” marketing campaign. The complaint was submitted to Competition Bureau Canada. According to Stand.earth, Lululemon “misleads customers about its environmental impact.” Lululemon’s own Impact Report, publicly released last autumn, revealed that the company actually doubled its carbon emissions since deploying its eco-friendly “Be Planet” slogan in 2020, highlighted Stand.earth. In addition, Lululemon relies heavily on fossil fuels to make its products, as more than 60 percent of the materials it uses are fuel-derived, said Stand.earth. To make matters worse, “the seriousness of Lululemon’s misleading representations is amplified by its position as one of Canada’s largest companies and a market leader of apparel sales in Canada,” states the complaint.
Stand.earth’s 37-page complaint, available on the organization’s website, seeks a retraction of such claims and highlights the need for companies to make accurate environmental claims that avoid exaggeration.
