Recently, my classmate Aiken Lao’s blog debates the feature between Lululemon and Dalai Lama. Similarly to many blasted critics online, Aiken argues that Lululemon is deliberately using the corporate social responsibility rather creating corporate shared value. However, going back to the definition of “shared value”, I would like to take on the opposite side to argue that the shared value is created when Lululemon “hooks up” with His Holiness.

For years, Lululemon has covered their shopping bags with quotes and expressions from the Dalai Lama Center’s Five Domains of Hear-Mind Well-Being. Such action not only defines characters for Lululemon, but also expands Dalai Lama’s core idea of mindfulness and a non-judgmental awareness on the presence. Rationally speaking, I believe that Lululemon’s partnership with Dalai Lama helps raise awareness of developing compassionate minds, which at the end empowering healthier communities. Such action simultaneously advances social conditions in our community.

It seems a huge contribution that Lululemon will give $250,000 CAD annually over the next three years to Dalai Lama Center. Does that mean such give away will hindrance the company from generating more profit? The answer is definitely no. Lululemon is creating a bigger pie instead of voraciously grabbing more from the existing small pie. By establishing partnership with Dalai Lama, Lululemon attracts more customers who share the idea of healthy and mindful lifestyles, therefore generating more profit for the company.

Obviously, it’s too narrow-minded to state that no corporation should be associated with Dalai Lama. Instead, when the pivotal opportunity of creating a bigger pie comes up, the smart company will grab it.

Reference:

Picture1: <http://media.lululemon.com/pics-and-videos/His-Holiness-the-Dalai-Lama-with-lululemon-athletica-CEO-Laurent-Potdevin-f7.aspx>.

Picture2: <http://4.bp.blogspot.com/-qH_F4f6bqws/TZfkshCZ8LI/AAAAAAAAAAg/U9bQGk27rbE/s1600/Lululemon-Bag.jpg>.

Hunnings, Alexendra. “New Couple Alert: Lululemon Hooks up with Dalai Lama (Center for Peace + Education) – Your Community.” CBCnews. CBC/Radio Canada, 24 Oct. 2014. Web. 07 Nov. 2014. <http://www.cbc.ca/newsblogs/yourcommunity/2014/10/new-couple-alert-lululemon-hooks-up-with-dalai-lama-center-for-peace-education.html>.