Competition Bureau investigating Lululemon over greenwashing claims

Stand Earth, the non-profit organization, known for its rigorous stance on environmental issues, claims that Lululemon is engaged in greenwashing.

As reported by CBC, Canada’s Competition Bureau has opened a formal investigation into Lululemon’s environmental claims in its marketing campaigns, a spokesperson for the agency told CBC on Monday.

Greenwashing—a term that refers to the practice where companies make misleading claims about the environmental benefits of their products or practices to appear more eco-friendly than they actually are.

Stand.earth’s complaint, filed with Canada’s Competition Bureau, centers on Lululemon’s “Be Planet” marketing campaign. Launched in 2020, this campaign claims that Lululemon’s products and actions “avoid environmental harm and contribute to restoring a healthy planet.”

However, Stand.earth argues that these claims starkly contrast with the reality of Lululemon’s environmental impact. According to Stand.earth, since the launch of the campaign, Lululemon’s greenhouse gas emissions have notably doubled.

“lululemon has used its “Be Planet”…