Is Lululemon’s Sustainability Marketing Misleading? Canada Investigates

The inquiry was prompted by a complaint from the climate advocacy group

The Canadian Competition Bureau has launched an investigation into Lululemon’s sustainability marketing. This follows a complaint filed by the climate advocacy group, against the Vancouver-based brand of activewear. asked the agency in February to look into whether Lululemon’s “Be Planet” messaging misled customers. The report claimed that the brand benefited from “a carefully constructed image of sustainability and wellness”, which was in conflict with its rapidly growing emissions. Lululemon stated at the time that it was committed to its plan of decarbonization.

Lululemon released a statement saying, “We’re aware of the Canadian Competition Bureau review and we are committed to working with them on any future steps.” We are confident that this review will confirm the accuracy and support of the statements we make to the general public.

In the past, advocacy groups have taken advantage of greenwashing investigations conducted by Canada’s Competition Bureau. Following an investigation on the basis of a complaint from the environmental law group Ecojustice in 2022, the bureau fined coffee maker Keurig CA$3,000,000 ($2.2,000,000) for making misleading claims about the recyclable nature of its single-use pods. Shell dropped a campaign that focused on the use of carbon offsets in its coffee pods this year after Greenpeace requested that the bureau examine its claims.

The Canadian Competition Bureau has made corporate greenwashing a priority. Matthew Boswell asked the Canadian government to give him more authority in March.

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