Canada’s competitors bureau has opened an investigation into Lululemon’s sustainability advertising, advancing a criticism lodged by climate-advocacy group Stand.earth in opposition to the Vancouver-based activewear model.
In February, Stand.earth had requested the company, which polices practices reminiscent of misleading promoting, to analyze whether or not Lululemon’s “Be Planet” messaging misled customers. It alleged the model benefitted from a “rigorously constructed picture of environmental sustainability and wellness” that conflicted with its fast-growing emissions. Lululemon stated on the time it remained dedicated to its decarbonisation plan.
Lululemon didn’t instantly reply to a request for remark.
Advocacy teams have used greenwashing investigations by Canada’s competitors bureau to their benefit prior to now. In 2022, following an investigation primarily based on a criticism by environmental legislation organisation Ecojustice, the bureau hit espresso maker Keurig with a advantageous of CA$3 million ($2.2 million) for deceptive claims concerning the recyclability of its single-use espresso pods. Shell deserted a marketing campaign centred on its use of carbon offsets earlier this 12 months after Greenpeace requested the bureau to look at its claims.
Company greenwashing has grow to be a precedence for Canada’s competitors bureau. In March, the company’s commissioner, Matthew Boswell, requested Canada’s authorities for extra energy to struggle the issue.
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