INTA Publishes The Effect of Greenwashing and Greenhushing on Brand Value Report

Dear INTA Members,

The creation and maximization of brand value is at the forefront of marketing and business strategies in most corporate organizations. At the same time, businesses have come to accept that consumers now expect them to prioritize environmental, social, and governance (ESG) principles. Indeed, ESG has become a crucial contributing factor in the creation of consumer trust and, consequently, a brand’s commercial success.

Any such success depends on effective, engaged communication about this commitment to consumers and the public. At the same time, consumer advocacy—including on social media—can be the death knell for brands that fail to embrace and effectively convey their ESG principles and activities. As investor and philanthropist Warren Buffet famously said: “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”

INTA has dedicated its efforts to supporting businesses’ endeavors to protect and improve their brand value, which is why the 2024 Presidential Task Force (PTF) focused on the opportunities and pitfalls of brand communication around ESG strategies.

Navigating the legal, economic, and ethical parameters of effective brand communication is key to maximizing the benefits of any corporate investments, including those in ESG programs.

While the geopolitical developments may not currently prioritize certain aspects of the adoption of ESG principles in business, it is the consumer who ultimately decides which brand mission to support, and the research is clear: consumers will continue to demand that corporations lead with strategies towards long-term sustainability goals. Former Starbucks CEO and author Howard Schulz aptly stated: “If people believe they share values with a company, they will stay loyal to the brand.”

The PTF published its report, The Effect of Greenwashing and Greenhushing on Brand Value, in April. It is intended to provide insights into the rationale for effective ESG communication from different perspectives and is based on input from experts in the field.

It is our goal for INTA members globally to fully appreciate the importance of ESG communication in order to bring greater value back to companies and clients. We also aim to encourage in-house IP/legal teams to deepen their collaboration with their colleagues in communications, marketing, and public relations toward the goal of effective and engaged consumer outreach that fosters lasting and meaningful consumer trust.

Thank you to our PTF co-chairs Adjoa Anim and Milan Milojevic, INTA liaison Iris Gunther, and the PTF members for their work on this important project.

Download the report.

Sincerely,

Dana Northcott
2024 INTA President

Etienne Sanz de Acedo
INTA CEO

Editor’s note: This letter is adapted from the Report’s foreword.