Throughout our lessons in Comm101, I have learned about the positives of giving back to the community from a business’ point of view. Large companies can connect with the community by being ethical and fulfilling a value proposition of being a business that cares about the environment and social ethics, creating a positive reputation and marketing a desirable brand. Yet, Lululemon may be feeling the downsides of being charitable. Lululemon has always been a brand that has promoted ideals about sustainability, leadership, education and community. Yet, by donating $750,000 over the next three years to the Dalai Lama Center for Peace and Education, some people are accusing the yoga brand of riding on the popularity of the Dalai for corporate gains.
Dalai Lama Cr. Asianews Italy
One of Lululemon’s Ads Cr. Lululemon
I personally believe that Lululemon did not commit anything wrong – they are truly donating because they care. Ethically, businesses should donate portions of their revenue to charity as a way to give back to the consumers who support them. I am not surprised that numerous organizations are finally going eco-friendly and socially ethical; consumers want to support a brand that believes in the same morals that they do. By donating, Lululemon is actually taking a further step than just being ethical, but pro-active. Despite the accusations, I believe the majority of the public supports Lululemon. Lululemon has already created a strong brand of being pro-active, thus making me believe this charity pact is genuine. I believe it shows a benefit of creating an ethical brand as the general public, as do I, will assume Lululemon is once again trying to give back to the world community.
Lululemon Cr. Brantfordexpositor