Class Action Alleges Lululemon Engages In Greenwashing

Last week, a Florida consumer filed a putative class action against Lululemon, alleging that the company's "Be Planet" campaign "goes too far by creating the general, express, and implied impression in consumers' minds" that the company is contributing to a healthier planet when, in reality, the company is "causing significant damage to the environment, which is only on track to get worse."

The complaint comes on the heels of the announcement in May of this year that Canada's Competition Bureau opened a formal investigation into the company's environmental marketing claims following a complaint by stand.earth. If the Bureau finds that Lululemon has made materially false and misleading representations to the public, the company could be fined a penalty of up to 3% of their gross global profits for each year the company ran the ads.