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Mindfulness, community, sustainability. Canadian company lululemon is a sportswear retailer that has carefully crafted its brand so that these words come to mind when its name is mentioned.
They claim to find purpose in ensuring that their company ‘drive[s] meaningful change in the world’ they assert that ‘for over 20 years, we have worked to create value in our communities… we are on a journey to address social and environmental barriers to collective wellbeing.’ Whilst these aspirations may appear to demonstrate a genuine intention to be ethical and sustainable as a company, the truth of how committed they actually are is harder to ascertain than their website would…
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