Athletic apparel giant Lululemon Athletica is facing mounting pressure over allegations of misleading consumers about its environmental impact, Bloomberg reported.
A class-action lawsuit, filed in the US District Court for the Southern District of Florida, accuses the company of greenwashing through its 'Be Planet' marketing campaign.
According to Bloomberg, the core of the complaint centres on the discrepancy between Lululemon’s public sustainability commitments and its reported environmental performance.
While the company has pledged to reduce its environmental footprint, including targets for sustainable materials and water conservation, the lawsuit alleges that its greenhouse gas emissions, particularly those linked to its supply chain, have significantly increased.
Lululemon’s 2022 impact report, cited in the lawsuit, reveals a near-doubling of scope 3 emissions compared to 2020.
The lawsuit further contends that Lululemon’s marketing strategy employs imagery of nature and environmental responsibility to create a perception of the brand as environmentally conscious.
This, the plaintiffs argue, is designed to justify premium pricing for its products.
The allegations come amid growing scrutiny of the fashion industry's environmental impact.
Governments, consumers, and environmental groups are increasingly demanding greater transparency and accountability from apparel companies.
The case against Lululemon highlights the potential consequences for brands that are perceived to be misleading consumers about their sustainability efforts.
Lululemon has not yet publicly responded to the allegations.
In May this year, Competition Bureau Canada initiated an investigation into Lululemon, following greenwashing allegations by non-profit advocacy organisation Stand.earth.
The organisation alleged that Lululemon’s marketing campaigns falsely portray the company as environmentally friendly.
The outcome of the lawsuit could have significant implications for the company’s reputation and business operations.
It may also serve as a catalyst for broader, industry-wide discussions about environmental responsibility and corporate accountability.
