Why is Lululemon Being Accused of Greenwashing?

The complaint to the Competition Bureau of Canada alleges that false advertising associated with the campaign, coupled with Lululemon's increased emissions, misleads consumers

Context 

An inquiry has been launched into the B.C.-based international company Lululemon Athletica following a complaint filed against them for deceptive marketing practices, specifically related to greenwashing, which involves conveying false or misleading information about environmental credentials or sustainability efforts to present a more environmentally responsible image.

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Analysis

The environmental group Stand.Earth submitted a greenwashing complaint to the Competition Bureau of Canada, targeting Lululemon's Be Planet campaign, which suggests that "Our products and actions avoid environmental harm and contribute to restoring a healthy planet." 

The complaint alleges that false advertising associated with the campaign, coupled with Lululemon's increased emissions, misleads consumers. Stand.Earth recommends that Lululemon be ordered to remove the misleading marketing, apologize to its Canadian customers, and pay a fine amounting to 3 percent of its global revenue.