Facing allegations of greenwashing, clothing giant Lululemon turns to Edelman, a PR firm known for its fossil fuel industry connections, for damage control.
Carl Meyer reports for The Narwhal.
In short:
- Lululemon, accused of misleading environmental claims, partners with Edelman, a PR firm with a history of fossil fuel industry ties.
- Stand.earth's complaint to Canada's Competition Bureau highlights Lululemon's increased supply chain emissions despite its "Be Planet" campaign.
- Edelman, despite its climate commitments, faces criticism for not aligning its actions with its stated goals in climate action.
Key quote:
"This is a huge enterprise. They could easily afford to be true to their climate commitments. It seems clear to me that the only green that really matters for Edelman is money."
— Melissa Aronczyk, professor, Rutgers University
Why this matters:
This situation underscores the complex relationship between corporate environmental claims and actual practices, highlighting the need for transparency in sustainability efforts.
To learn more about the evolution of greenwashing as a PR tactic, read Peter Dykstra's two-part series: The Birth of Greenwashing and Greenwashing’s Medieval Age.
