Joseph Corcoran的动态

It's inspiring to see more and more brands taking steps to prioritize sustainability without compromising their brand values. Big shoutout to lululemon and JCrew for leading the way in this space. Check out this article to learn more about the major changes JCrew is making to follow in lululemon's footsteps. https://lnkd.in/g2bCgHkW

Lululemon and the #Greenwashing Tightrope: A #CorporateGovernance Perspective in a Sustainability-Conscious Market Lululemon, a well-known athletic apparel brand, is facing accusations of "greenwashing," or making misleading claims about its environmental sustainability. This situation raises important corporate governance questions, particularly given the growing significance of Environmental, Social, and Governance (#ESG) factors for younger consumers, who are a key demographic for the company. Lululemon's "Be Planet" campaign promoted environmental responsibility. However, recent allegations from Stand.earth indicate a problematic disconnect, noting that Lululemon’s emissions have doubled since the campaign's launch and that they have been using non-biodegradable materials contributing to microplastics. This gap between their claims and actual practices raises serious governance concerns. Effective corporate governance relies on transparency. Stakeholders, including shareholders and consumers, deserve accurate information about a company's environmental impact. The recent SEC climate disclosure rules in the US and the EU's Corporate Sustainability Reporting Directive (CSRD) emphasize this need for clear ESG reporting. Lululemon’s focus on supply chain emissions while avoiding direct comment on its marketing efforts raises transparency concerns, suggesting they may not comply with forthcoming regulations or their 2050 #NetZero commitment. Given fashion industry's significant impact on the environment, Lululemon's predicament highlights the necessity for strong sustainability practices across the supply chain. A well-rounded approach to sustainability offers clear business advantages. GenZ and Millennial Consumers prioritize sustainability and are often willing to pay more for eco-friendly products. Meeting these values fosters brand loyalty and customer growth while accusations of greenwashing can harm reputation and prompt boycotts. Strong sustainability practices can help mitigate these risks.? Embracing sustainable practices often leads to innovations in materials and production that can reduce costs and enhance product quality, promoting overall profitability. By aligning actions with words companies can find a path forward for sustainability. Key lessons for effective corporate governance include: aligning marketing with genuine efforts to ensure sustainability; setting measurable goals with clear ESG objectives and tracking measures; enhancing transparency by communicating openly about environmental impacts and challenges; seeking independent third party validation to bolster trust in the process. By committing to authentic sustainability practices, Lululemon can enhance its environmental stewardship and elevate its status among younger consumers, ultimately driving long-term profitability. A strong sustainability commitment is not just beneficial for the planet; it’s also good business.

The Competition Bureau's claim against Lululemon, alleging deceptive marketing practices related to the company's "This is Yoga" campaign, highlights concerns about the accuracy of Lululemon's claims regarding the origins and benefits of its athletic apparel, raising questions about transparency and consumer trust. By scrutinizing Lululemon's marketing tactics, the Competition Bureau aims to ensure that companies accurately represent their products to consumers and uphold fair competition in the retail industry. This revelation prompts contemplation on the importance of truthfulness and authenticity in marketing communications, particularly within the highly competitive athleisure market. It underscores the need for businesses to prioritize integrity and transparency in their advertising practices to maintain credibility and foster consumer confidence. As discussions around consumer protection and corporate responsibility continue, this news emphasizes the significance of regulatory oversight in safeguarding the interests of consumers and promoting fair competition. #ConsumerProtection #MarketingEthics #FairCompetition #RegulatoryOversight #BusinessIntegrity

?? that companies-global brands- are being scrutinised for their sustainability claims ( lululemon SHEIN and other apparel companies mentioned here). ??However, we should not discourage companies from setting ??and ??on what they want to achieve on emissions, circular practices or responsible supply chains (the latter being highly material for fast fashion, and not mentioned in this otherwise informative piece by WSJ H. Claire Brown). Regulators (not just the ????but also The Federal Trade Commission) need to make explicit what green definitions and disclosures should count to avoid green ‘washing’ and ‘hushing’ alike. My take is that sustainability is no different than other corporate targets and financial forecasting. You can revise guidance????but if you keep missing, or even worse, provide faulty or no information over time, then you will lose credibility in the market and with stakeholders. https://lnkd.in/dSeqd6Xj Julia Staunig Andreas Rasche Alison Taylor Pia Heidenmark Cook Alex Edmans

Our very own CIO at Arbor, Abdullah Choudhry, went on a bit of a deep dive to analyze the carbon footprint of lululemon's ABC pants for men. Since a few of us at the company have started wearing these pants, we thought it might be time to get a better understanding of their supply chain journey. The results are quite eye-opening to say the least! Check out our blog below to read further. #sustainability #carbonfootprint #emissionsdata #lululemon #arbor ??????

I recently traded in three pairs of lululemon shorts for a total of $15 in store credit—not a huge amount, but it's a start. A common issue is that the U.S. infrastructure isn't well-equipped to handle our waste or support an efficient recycling system. This experience with lululemon's trade-in program is a perfect example of the private market responding to customer demand for sustainability. After I traded in my shorts, I received an email introducing their new program “Like New”. I often struggle to find quality workout clothes at local thrift stores, as they are usually out of style or not in my size. This platform offers a similar look and feel to the regular website, making the transition seamless. The shorts I traded in will likely be posted for $40 or more, but that $35 markup seems justified given the efficiency of the process. I simply walked in, dropped off my shorts, received store credit directly to my email, and was out of the store within five minutes. Behind the scenes, the shorts are shipped, photographed, and listed for a second life. I didn't feel shortchanged; instead, I felt like I was contributing to a sustainable solution. Sustainable living isn't about making a million drastic changes; it's about embracing new approaches and prioritizing sustainable choices together as a community. #lululemon #circulareconomy #tradein #thrift?#sustainability #reuse https://lnkd.in/gabSeg8Z

With climate action and energy the focus of lots of growth and investment right now, and the net zero economy growing by 9% since 2021, it’s not the time to stand still. Thanks to Marketing Beat and Propeller Group for the opportunity. #Sustainability #Marketing

Marketing Beat asks CAN co-founder Harriet Kingaby “how can marketing help retailers combat the ‘SHEIN effect’?” Despite SHEIN leaving 6.3M tons of CO2 annually in its trail, fast fashion continues to thrive due to affordability in a cost-of-living crisis. Brands, terrified of being accused of greenwashing, are diluting their messaging around sustainability in confusing language and terminology. This makes it less effective and more confusing to consumers, and fails to reach the key group that ACT Climate Labs calls the ‘Persuadables’, the 69% of people in the UK who are neither sustainability champions nor critics. With almost half of consumers saying they’re too confused about climate change to take action, clear, effective communication is vital for brands seeking capitalise on their sustainability efforts. Harriet acknowledges that making sustainability affordable is essential, but just as important is how we market it. Brands must genuinely commit to sustainability, offering better options than Shein. This shift is essential for the planet and business growth. ?? Read how sustainable fashion marketers can take action while disinvesting from disinformation: https://lnkd.in/e2fgqw25 At Conscious Advertising Network it is our belief that the content we create, and the processes by which we create them, should be sustainable and responsibly considered, avoiding either creating or funding climate misinformation and disinformation. Read our sustainability manifesto here for guidelines on best practice: https://lnkd.in/erbZbj49 Want to find out more about CAN and our free membership? Contact [email protected] #ConsciousAdvertising #SustainableFashion #FastFashion #CostOfLivingCrisis #Disinformation #Greenwashing #TogetherWeCan

UK businesses are finally being held accountable for greenwashing- brands can no longer?talk the talk if they can’t walk the walk! Lululemon’s latest legal problems is a good example- their woes demonstrate that the era of unchecked environmental claims is over. So now fashion companies will need to align their marketing with their actual practices or face legal and reputational risks. As I said during my interview with Vogue Business, the allegations against Lululemon could act as a litmus test for the effectiveness of these new regulations. If the claims are substantiated, it could lead to significant repercussions for Lululemon. Today, consumers and workers are demanding transparency, sustainability, and ethics, taking fashion giants to court over issues that matter to the planet and its people. Basically we’re witnessing a global clampdown on greenwashing. It’s comply or die. Video Credit: BBC

The Competition Bureau is investigating Lululemon after Stand.earth complaint, potentially leading to stricter rules against greenwashing in fashion. Greenwashing is when companies falsely claim to be eco-friendly. Lululemon’s “Be Planet” initiative talks big, but their actions—like doubling climate pollution and using fossil fuels—don’t match up. Nearly 50,000 people are urging them to switch to renewable energy. Greenwashing is rampant in fashion. This investigation could force brands to prove their green claims. The fashion industry, responsible for 2 to 8% of global emissions, needs to cut down on fossil fuels. I founded @Vertemode marketplace was for this reason, we verify brand’s sustainability claims, so our shoppers can be confident knowing we've done the work for them. Actions Speak Louder (ASL) also exposed Lululemon’s flawed supply chain. To fight greenwashing, we should hold companies accountable, buy second-hand, support eco-friendly brands, sign petitions, and speak up. The more we push, the more likely real change will happen.