CSR Strategy of Lululemon Athletica

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Table of Contents

Introduction
Discussion
Conclusion

Introduction

In general, Lululemon Athletica undertakes substantial efforts to become a highly sustainable company, and the majority of its initiatives address environmental safety. Thus, it pays particular attention to innovations for the reduction of waste, better chemistry, clean water and energy, and sustainable operations along its supply chain.

Discussion

At the same time, a CSR strategy should include not only environmental but economic, ethical, and philanthropic responsibilities as well. On the one hand, Lululemon Athletica focuses on the promotion of inclusivity and diversity within its workforce. It supports talented employees and provides equal opportunities for their personal and professional growth. In addition, Lululemon Athletica pays particular attention to consumers’ peculiarities in making products for all people regardless of their appearance and capabilities.

On the other hand, these initiatives are closely connected with the company’s economic performance and development in the future. However, in order to add value to its activities as an organization with a considerably strong CSR strategy, Lululemon Athletica should target its philanthropic responsibilities. At the same time, its strategy has already aligned with UN Sustainable Development Goal 3, which implies the promotion of well-being and healthy life for people of all ages. That is why it is suggested to focus on one more UN Sustainable Development Goal to target the population regardless of the company’s profit. Thus, Goal 4 (Quality Education) should be added to Lululemon Athletica’s CSR strategy. It implies the promotion of equal learning opportunities and the accessibility of education for all people at any age. Taking into consideration the company’s sphere and products, for this, it is suggested to organize yoga classes for all children in Canadian schools once per month and the provision its products for these classes once per year.

Conclusion

Thus, initiative will substantially improve the company’s reputation in relation to sustainability as the promotion of children’s well-being and the opportunity to educate physically is valuable.

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CSR Strategy of Lululemon Athletica

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