Popular athleisure brand Lululemon is facing backlash over its ‘Be Planet’ ad campaign, with environmental campaigners accusing the company of greenwashing. Canadian environmental campaign group Stand.earth has filed a legal complaint in France, alleging that Lululemon’s marketing campaign contradicts its environmental record.
The complaint points out that Lululemon’s scope 3 emissions have more than doubled, reaching 1.2 million tonnes of carbon dioxide by 2022. Additionally, the company’s use of non-biodegradable fossil-fuel derived materials such as polyester and nylon contributes to environmental pollution.
Stand is calling on French officials to investigate the discrepancy between Lululemon’s marketing messages and its actual environmental impact. The complaint challenges the French Directorate General for Competition Policy, Consumer Affairs and Fraud Control to take action against greenwashing practices.
Fashion is a particularly polluting industry, responsible for 8 per cent of global greenhouse gas emissions. Campaigners are urging fashion companies to transition to renewable energy in their manufacturing processes to reduce emissions.
Despite the controversy, Lululemon maintains that its ‘Be Planet’ campaign is a core part of its impact strategy and reflects the company’s commitment to addressing climate change impacts. The company states that it is open to dialogue and collaboration with industry partners to drive progress.
Protests against Lululemon’s greenwashing have been escalating, with activists staging demonstrations outside the company’s stores and dropping banners to raise awareness about the environmental issues in the fashion industry.
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