Yoga and activewear brand Lululemon is under fire from netizens following a recent lawsuit accusing the company of misleading consumers with its sustainability campaign.
The controversy began in May when grassroots environmental organization STAND.earth filed a complaint with the Canadian Competition Bureau, according to media intelligence firm Truescope. The issue gained renewed attention in July with a class-action lawsuit in Florida alleging that Lululemon’s greenhouse gas emissions had doubled since the launch of its “Be Planet” campaign in 2020.
Despite most online discussions being neutral and driven by articles, a segment of netizens expressed skepticism about brands’ environmental sustainability claims, Truescope reported. These users believe that brands often use sustainability as a marketing tool rather than making genuine environmental changes.
Truescope’s analysis showed that terms like “deceptive marketing practices,” “greenwashing marketing,” “climate change,” and “impact report” were prevalent in discussions about Lululemon.
The initial 53-page complaint, filed by Amandeep Gyani, sought to end what he described as a marketing campaign that falsely implied Lululemon’s business practices positively impact the environment. Gyani accused Lululemon of exploiting millennial and Gen Z consumers through an extensive greenwashing campaign.
The complaint detailed that Lululemon’s “Be Planet” campaign, launched in 2020, set out five goals to reduce the company’s environmental impact over five to ten years. However, the lawsuit alleges that the company’s greenhouse gas emissions have more than doubled since then, with a significant reliance on air freight compared to competitors. Additionally, it criticized the brand’s use of polyester and nylon, which can release large amounts of microplastics.
“Lululemon’s marketing messages are unfair, false, deceptive, and misleading to reasonable consumers as they portray the company as something it is not,” the lawsuit stated.
In response, a Lululemon spokesperson told MARKETING-INTERACTIVE that the company is aware of the lawsuit and confident that its public statements accurately reflect its impact goals and commitments. The spokesperson emphasized that “Be Planet” is not a marketing campaign but an impact strategy with 2030 climate targets and a 2050 Net Zero goal, both validated by the Science Based Targets initiative (SBTi).
“We have achieved a 60% absolute reduction of greenhouse emissions in our owned and operated facilities but recognize most of our climate impact comes from emissions of our broader supply chain,” the spokesperson said.
Lululemon affirmed its commitment to taking direct action and collaborating with industry partners to address climate change impacts. “We welcome dialogue and remain focused on driving progress. This work is far from complete,” the spokesperson added.
Sustainability remains a significant concern for consumers. A 2023 study by Delta Global found that 92% of luxury customers in the Asia Pacific would stop buying, buy less, or reconsider purchasing from brands that do not prioritize sustainability. Additionally, 27% said they would stop buying from these brands altogether.
You Might Be Interested In
