Canada’s Competition Bureau has initiated an inquiry into Vancouver-based Lululemon following a complaint from environmental group Stand.earth. Stand.earth alleges that Lululemon has been misleading customers about its climate impacts by using slogans like “Be Planet” while its own reports show a doubling of greenhouse gas emissions since 2020, CTV News reported.
The bureau confirmed it has launched an investigation into “alleged deceptive marketing practices,” though no conclusion of wrongdoing has been reached. Lululemon’s 2022 impact report indicates its aim to lead the industry towards a climate-stable future, but Stand.earth cites reports showing a significant increase in emissions, particularly in “Scope 3” activities.
Despite Lululemon’s efforts towards decarbonization and renewable energy use, Stand.earth criticizes the brand’s greenwashing tactics, especially as it provides Team Canada’s kit for the upcoming Paris Olympics. Stand.earth emphasizes the importance of aligning with Canadian values and avoiding deceptive marketing practices, particularly on a global stage.
