A class-action lawsuit was filed in the US District Court for the Southern District of Florida, accusing Lululemon (LULU) of greenwashing through its ‘Be Planet’ marketing campaign. The plaintiffs claim that Lululemon’s marketing strategy uses the imagery of nature and environmental responsibility to cultivate a perception of the brand as environmentally conscious.

According to the lawsuit, this perception is intended to justify the premium prices of Lululemon’s products. These allegations arise amidst increasing scrutiny of the fashion industry’s environmental impact.

This putative consumer class action seeks to end a marketing campaign that creates the general, express, and implied impression in consumers’ minds that Defendant’s business practices, actions, and products positively contribute to the environment and a healthier planet. In reality, these practices are causing significant environmental damage, which is projected to worsen. Lululemon has exploited consumers and their trust through a massive, global “greenwashing” campaign.

To attract consumers who are increasingly concerned about the planet’s environmental crisis and convince them to pay the exorbitant premiums Lululemon charges for its products, the company launched its “Be Planet” greenwashing campaign.

This campaign was designed to mislead consumers into believing that Lululemon’s business practices, products, and actions are sustainable and positively impact the environment.

The complaint also states that in October 2020, Lululemon announced its “Be Planet” marketing campaign. This campaign detailed Lululemon’s promises and expressed representations to “become a more sustainable and equitable business, minimize its environmental impact, and accelerate positive change.” The “Be Planet” campaign included the following commitments by Lululemon:

100% of the Company’s products will consist of sustainable materials and end-of-use solutions by 2030.
Ensure at least 75% of its products contain sustainable materials by 2025.
By 2025, it will offer guests new options to extend the life of its products by providing resell, repair, and/or recycling options.
Source 100% renewable electricity to power the Company’s operations by 2021 and reduce carbon emissions across its global supply chain by 60% per unit of value-added, meeting its Science-based Targets by 2030  and reduce its freshwater use intensity by 50% to manufacture its products and reduce single-use plastic packaging by 50% by 2025.

Calvin McDonald, Chief Executive Officer of Lululemon, stated that these are
“more than a set of commitments. It’s a holistic approach that reflects who we are.

In May 2024, the Competition Bureau Canada investigated Lululemon after receiving greenwashing allegations from the non-profit advocacy organization Stand. earth. Stand. earth claims that Lululemon’s marketing campaigns falsely present the company as environmentally friendly.

The results of this investigation could have substantial consequences for Lululemon’s reputation and business operations.

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