Canada’s Competition Bureau investigates Lululemon for possible ‘greenwashing’

Canada’s Competition Bureau investigates Lululemon for possible ‘greenwashing’
Canada’s Competition Bureau investigates Lululemon for possible ‘greenwashing’

Lululemon returns to the spotlight. The Canadian Competition Bureau has opened an investigation into the Canadian company for a possible case of greenwashing. The organization has thus responded to the complaint filed by the NGO Stand Earth filed last February in which it stated that the slogan Be Planet used by the company deceived the consumer.

Stand Earth, which was born in 2000 by a group of environmental activists dedicated to conserving the ancient forests of the Columbia coast, also assured that The Canadian company had doubled its emissions since launching its current sustainability strategy in 2020committing to generate a positive impact.

Following the decision of the Canadian Competition Bureau to investigate the case, the company has announced that “we are committed to cooperating in the next steps; “We are confident that your review will confirm that the statements we make to the public are accurate and well supported,” he said. Fashion Business.

Stand Earth claims that Lululemon has doubled its emissions since launching its current sustainability strategy in 2020

The NGO’s complaint to Lululemon andIt’s a tactic used by environmental groups in the past, often with no guarantee that it will succeed.. Other operators in the fashion sector, such as H&M and Nike, received complaints for similar reasons and some of them have never been investigated.

Stand Earth, which is based in San Francisco, is also dedicated to research, consulting and activism against global warming and environmental protection. The NGO has a staff of around thirty employees, in addition to activists.

For its part, Lululemon took its first steps in 1998 in Vancouver (Canada) and specializes in footwear, clothing and accessories for activities such as yoga, running and training.

The company has a network of more than 660 stores around the world and more than 34,000 employees. According to the latest data, the company ended the 2023 financial year (ended on January 28) with a 19% increase in sales, up to 9,619 million dollars, and its net result soaring by 81%, which represented profits of 669 millions of dollars.

 
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