The Olympics have just concluded, and memories of the Canadian team's impressive performance are still fresh. This year's uniforms were provided by Lululemon, a Canadian brand known for its "most beautiful yoga wear," a move that many teams envied. However, before the Games began, environmental groups filed a greenwashing complaint in France against Lululemon, demanding the removal of its "Earth-Friendly" branding, stating that "Canadian athletes deserve better."
Carbon emissions rise, materials become difficult to recycle, and "Earth-friendly" is accused of being a promotional term.
Fashionable sportswear, combining functionality, comfort, and aesthetics, has become increasingly popular in recent years, and Lululemon has thrived accordingly. In 2023, net revenue increased 19% to US$9.6 billion, making it the fourth most popular sportswear brand globally, behind Nike, Adidas, and Puma.
In 2020, Lululemon promoted its three pillars: "Be human. Be well. Be planet.", continuing to promote environmental concepts and accumulating popularity.
On July 24, Canadian environmental organization Stand.earth took legal action, accusing Lululemon of greenwashing to the French Directorate-General for Competition, Consumerism and the Fight against Fraud (DGCCRF) and demanding that it remove one of its pillars, "Be Planet."
Todd Paglia, executive director of Stand.earth, said: "We hope that the French authorities will investigate how Lululemon can claim to be 'Earth-friendly' while emitting large amounts of greenhouse gases that harm the earth."
Climate Home reported that Lululemon's latest impact report showed that its supply chain (Scope 3) carbon emissions would almost double to 1.2 million metric tons by 2022, equivalent to the carbon emissions of 300,000 gasoline vehicles in one year.
"Canadian athletes deserve better (sportswear)," Stand.earth said. This Olympics is being called the "greenest Olympics ever," but Lululemon's products, from fabrics to factories, rely almost entirely on fossil fuels like oil, natural gas, and coal. These garments use synthetic and non-biodegradable materials, are difficult to recycle, and release microplastics into the water. If this isn't called "greenwashing," what is?
According to Lululemon's official website, the company has begun introducing plant-based nylon materials in recent years and aims to achieve a 75% sustainable content ratio for all products by 2025. The men's wear collection has already achieved this goal in 2021, ahead of schedule.
Vague future promises
In February of this year, Stand.earth also filed a complaint with Canada's consumer protection agency, alleging Lululemon engaged in greenwashing and false advertising. A Florida consumer also filed a similar complaint in a local court in July.
A Lululemon spokesperson responded that "Earth Friendly" is a "core pillar" of the company, not a marketing ploy. It truly reflects Lululemon's impact goals and commitments. The company is taking direct action and working with corporate partners to address the impacts of climate change in its supply chain.
"We are pleased that our directly owned and operated facilities have achieved our goal of 100% renewable electricity and reduced greenhouse gas emissions by 60%," a spokesperson told TheStreet.
Wren Montgomery, an associate professor at Western University's Ivey Business School, said Lululemon may be engaging in "future washing," a term used to describe promising improvements years from now without explaining how they will be achieved or what actions are being taken now. For example, "We are committed to making our products better for people and the planet."
References：
♦ Climate Home (July 25, 2024),Canada’s Olympics kit provider hit with greenwashing complaint in France
♦ TheStreet (July 18, 2024),Lululemon is ‘greenwashing,’ says major ESG group
Stand.earth (July 24, 2024)Multinational athletic clothing giant Lululemon hit with French complaint over greenwashing
Stand.earth (May 6, 2024)Be Planet? We’ll See. An official greenwashing investigation into lululemon is now underway by Canada’s Competition Bureau
Stand.earth (August 7, 2024),Lululemon going for GOLD at Paris Olympics!
♦ Canada’s Olympics kit provider hit with greenwashing complaint in Franc
♦ Marie Claire (July 4, 2023),More than just yoga pants! Four key points to understand lululemon's brand spirit and creative philosophy
Sources: Environmental Information Center
