The Competition Bureau Canada has initiated an investigation into lululemon, a popular athletic apparel company, following complaints of potentially misleading green claims. A spokesperson for the Bureau confirmed the investigation but emphasized that there is no conclusion of wrongdoing at this stage.
Lululemon, in response, expressed confidence that the review will affirm the accuracy of their public representations. The investigation stems from complaints raised by environmental sustainability-focused non-profit Stand.earth, which raised concerns about lululemon’s green claims related to its Be Planet program.
The Be Planet initiative, launched in 2020 as part of lululemon’s Impact Agenda, includes ambitious targets such as incorporating sustainable materials in all products by 2030 and reducing carbon emissions across its supply chain. However, the Stand.earth complaint alleges that some of lululemon’s environmental claims may be misleading or overemphasize minor benefits.
Specifically, the complaint points out that lululemon’s Scope 3 emissions have increased since the launch of the Be Planet program, and some products still use fossil fuel-based materials. Despite recent sustainability efforts, including partnerships to introduce recycled polyester and nylon products, concerns persist about the alignment between lululemon’s environmental claims and its actions.
The investigation underscores the importance of transparency and accuracy in environmental marketing, as consumers increasingly prioritize sustainability when making purchasing decisions.
Be Planet is a pillar of our impact agenda that outlines our vision, goals and targets which guide our actions and resource investments in helping to create a garment industry that is more sustainable and addresses the serious impacts of climate change. This work is far from complete.
“We have achieved 60% absolute reduction of greenhouse emissions in our owned and operated facilities but recognize most of the impact comes from emissions within the broader supply chain. That is why we have set externally validated (SBTi) 2030 climate targets, and a goal to be Net Zero by 2050, and are taking action.
In the company’s statement, the lululemon spokesperson stated
