Lululemon Class Action: "Be Planet" Campaign Accused of Greenwashing

A class action lawsuit accuses Lululemon of misleading consumers about its environmental impact through its "Be Planet" campaign. The lawsuit claims the company's sustainability promises are contradicted by its actual environmental practices, such as increased greenhouse gas emissions and use of unsustainable materials.

Consumers Affected: The lawsuit seeks to represent a nationwide class of consumers who purchased Lululemon products based on the company's misleading environmental claims.

Reason for Lawsuit: Allegations of greenwashing, a deceptive marketing practice where companies exaggerate or misrepresent their environmental efforts. The lawsuit claims Lululemon violated the FTC's Green Guides, which prohibit misleading environmental claims in advertising.

Court: The class action lawsuit was filed in the U.S. District Court for the Southern District of Florida.

Lululemon Athletica Inc., the popular athletic apparel brand, is sweating over accusations of eco-deception. A proposed consumer class action lawsuit in Florida federal court alleges Lululemon's "Be Planet" marketing campaign misled consumers about the company's environmental impact.

The lawsuit, filed on July 12th, takes a hard look at Lululemon's ambitious sustainability goals outlined in the Be Planet campaign. The company pledged to use 100% sustainable materials by 2030 and significantly reduce carbon emissions. However, the complaint alleges these promises are a far cry from reality, citing a doubling of Lululemon's greenhouse gas emissions since the campaign launched in 2020.

Lawsuit Accuses Lululemon of "Greenwashing" with "Be Planet" Campaign

Plaintiff Amandeep Gyani of Florida claims he was swayed by Lululemon's eco-friendly messaging, believing that " Lululemon was an environmentally friendly company with a minimal environmental footprint that sold sustainably produced products, and that the company’s actions and products contribute to improving the environment and the restoration of a healthy planet." 

He contends that the Be Planet campaign directly influenced his purchasing decisions. He now feels deceived and misled, accusing the company of prioritizing profits over the planet.

“[Lululemon’s] actions and products directly cause harm to the environment and the deterioration of the planet’s health—the opposite of its Be Planet promises and representations to ‘become a more sustainable and equitable business, minimize its environmental impact, and accelerate positive change….’”

Consumer Claims Lululemon's Sustainability Promises are Empty

Lululemon is one of the world’s largest and most popular “athleisure” fashion brands. Lululemon has publicly recognized that “[c]onsumers, particularly millennial and Gen Z consumers, are more likely to align themselves with brands who they trust to make decisions that reflect their values and benefit people and the planet.”

To attract consumers who are becoming increasingly concerned with the planet’s environmental crisis, and to convince them to pay the exorbitant premiums that Lululemon charges for its products, Lululemon rolled out its Be Planet “greenwashing” campaign for purpose of misleading consumers to believe that Lululemon’s business practices, products, and actions are sustainable and have a positive impact on the environment.

The Be Planet campaign included the following commitments by Lululemon:

• 100% of the Company’s products will include sustainable materials and end-of use solutions by 2030;
  
  
• Ensure at least 75% of its products contain sustainable materials by 2025;
• Offer guests new options to extend the life of its products by providing resell, repair, and/or recycle options by 2025;
  
  
• Source 100% renewable electricity to power the Company’s operations by 2021 and reduce carbon emissions across its global supply chain by 60% per unit of value added, meeting its Science-based Targets by 2030; and
  
  
• Reduce its freshwater use intensity by 50% to manufacture its products and reduce single-use plastic packaging by 50% by 2025.

“Lululemon has taken advantage of such consumers and their trust through a massive, global ‘greenwashing’ campaign,” Gyani’s lawsuit asserts.

What is Greenwashing?

The lawsuit argues Lululemon's marketing violates the Federal Trade Commission's (FTC) Green Guides. These FTC guidelines prohibit misleading environmental claims in advertising. According to the lawsuit, Lululemon portrays itself as environmentally responsible despite evidence suggesting otherwise. This deceptive practice of environmental marketing is known as greenwashing.

The lawsuit details how Lululemon's products and business practices allegedly contribute to environmental problems. Greenhouse gas emissions, microplastic pollution from synthetic clothing, landfill waste from discarded garments, and reliance on fossil fuels to power the factories of Lululemon suppliers, and shipping of products are all cited in the lawsuit.

“Critically, in the face of a global climate crisis—and contrary to its express commitments to reduce carbon emissions—Lululemon’s greenhouse gas emissions have more than doubled since the start of the Be Planet campaign in 2020,” the lawsuit states.

In the Lululemon class action lawsuit, Gyani aims to represent a nationwide class of consumers who were misled by Lululemon’s false, deceptive, unfair, and misleading misrepresentations and omissions regarding the sustainability and environmental impact of its products and actions.

He is seeking an injunction to end Lululemon’s alleged unlawful marketing campaign and ongoing deception of consumers, along with an award of actual damages, prejudgment interest, restitution and disgorgement of all benefits Lululemon has obtained through its alleged unlawful conduct.

Case Details

• Lawsuit: Gyani v. Lululemon Athletica Inc. et al
• Case Number: 1:24-cv-122651-BB
• Court: U.S. District Court for the Southern District of Florida

Plaintiffs' Attorneys

• Chris Gold (Gold Law, PA)
• Joshua H. Eggnatz, Michael J. Pascucci, and Steven N. Saul (Eggnatz Pascucci)