Friday, October 24, 2014

Did you hear the one about the Dalai Lama and Lululemon?

Seriously, it's no joke. In an era of ever-expanding capitalist reach, the spiritual leader of Tibetan Buddhism is teaming up with a corporation well known for its sexism, sizism, and sweatshop labor practices.

Lululemon and the Dalai Lama Center for Peace and Education are partnering to “promote mindfulness…to foster heart-mind wellbeing in children and youth.”

Heart-mind well-being refers to ”creating a balance between educating the mind and educating the heart” by encouraging children to develop social and emotional skills, as per the description on the Dalai Lama Center’s website. Thanks to this new partnership with Lululemon and the 250,000 Canadian dollars ($221,900) they’ll provide annually for the next three years (that’s almost a quarter of a million dollars every year), the center’s heart-mind education initiative can be expanded and further research can be done on the connection between the heart and mind, so that more kids will be more mindful, compassionate and able to resolve conflicts more peacefully, for example.

I can already hear the spiritual noise train arriving on track 29. What about 'form is emptiness, emptiness is form'? Why are you bringing politics into all this? Why are you hating on Lululemon again? Why are you hating on the Dalai Lama? WHAT ... ABOUT ... THE CHILDREN?!!!!

Spare me. I'm tired of corporate apologetics, idol worship, and the use of dharmic teachings in the service of maintaining colonialism and the capitalism it spawned. This deal has all the hallmarks of the non-profit industrial complex on it, and really, it's pretty sad that the Dalai Lama Center leadership thinks that an expensive clothing company is the kind of outfit that ready, willing, and most importantly able to spread "mindfulness ... and heart-mind wellbeing in children and youth." I mean, the company's target audience isn't even children and youth. If they want to go this route, perhaps joining up with Lego, Microsoft, Nintendo, or some other such corporation might be in order.

Note that the Dalai Lama Center's press release contains not only the NASDAQ tag for Lululemon (in case folks want to invest in stock?), but also a paragraph long description of the company that appears to be cut and pasted from Lululemon's marketing copy.

What does the Dalai Lama Center have to say about the sexism, sizism, classism, and oppressive labor practices of the corporation they're partnering with? Do they intend to also promote mindful awareness of the systemic causes that allow folks like the on again off again leader of Lululemon, Chip Wilson, to essentially get away with comments about pronouncements about women's thighs and jokes about Japanese mispronunciations of Lululemon? Or, since this is supposedly all about the children, will they speak out loudly against Chip Wilson's support of "Third World child labor"? Sure, Wilson is finally gone after a long power struggle, but concretely addressing his views (and their corporate practices) in the context of the global capitalist workplace would put some teeth into this project.

Finally, I have to say that if Lululemon truly wanted to be a leader in promoting mindfulness and compassion in the lives of tomorrow's leaders, they'd invest a hell of a lot more than $750,000. For a corporation bringing in nearly $2 billion annually, that's essentially pocket change. And also a small price to pay for a marketing campaign to restore the company's long tarnished image.

1 comment:

n. yeti said...

Maybe they don't realize what harm they are doing to the Buddhadharma, but this "partnership" between the Dalai Lama Center and Lululemon feels like a kick in the gut.