International Trademark Association Publishes Report on the Effect of Greenwashing and Greenhushing on Brand Value

New York, New York—April 23, 2025—The International Trademark Association (INTA) has published its 2024 Presidential Task Force (PTF) Report, The Effect of Greenwashing and Greenhushing on Brand Value. The Report examines how both misleading environmental claims and the underreporting of genuine Environmental, Social, and Governance (ESG achievements impact brand recognition, consumer trust, and ultimately, brand value.

The comprehensive Report, developed through extensive research into different perspectives on ESG in brand marketing (i.e., through the perspectives of legislation, third-party advisors, and the brands themselves), found that effective brand communication is the decisive factor in building consumer trust. The research confirms what many suspected: both greenwashing (misleading environmental claims) and greenhushing (insufficient communication of genuine ESG initiatives) negatively impact brand reputation and bottom-line performance.

Among the Report’s key findings is the concerning evidence that many brands are missing significant opportunities to enhance brand value because they are underreporting their genuine ESG activities. Research cited in the Report indicates that over 82 percent of products lack clear sustainability messaging, despite growing consumer demand for such information. The Report also documents how emerging ESG legislation across global markets is creating both challenges and opportunities for brands seeking to communicate their sustainability efforts.

“While the geopolitical landscape and corporate priorities continue to evolve, consumers clearly expect businesses to prioritize Environmental, Social, and Governance principles. Our research shows that effective and authentic communication of ESG initiatives is not just beneficial—it’s essential for brand value. This Report provides a roadmap for brands to navigate the complex intersection of regulations, stakeholder expectations, and strategic communication,” explained 2024 INTA President Dana Northcott (Amazon, USA).

The PTF Report provides seven best practices for effective ESG communication, including adopting a strategic approach to ESG, leveraging technology and governance systems, aligning with global standards, engaging stakeholders, avoiding greenwashing, focusing on long-term value, and developing effective communication strategies to avoid greenhushing.

“The cost of inaction in ESG communication now significantly outweighs the challenges of action. As this Report demonstrates, brands that effectively communicate their genuine ESG efforts stand to gain substantial competitive advantages in consumer trust, talent acquisition, and financial performance.” said INTA CEO Etienne Sanz de Acedo. “It is our goal for INTA members globally to fully appreciate the importance of ESG communication in order to bring greater value to their companies and clients.”

Learn more and access the Executive Summary and full Report.

Learn more about this research at the 2025 Annual Meeting

Green Claims and Brand Value: From Talk to Trust

How can brands credibly communicate their green claims and achieve real impact? This panel will explore the challenges and best practices in turning sustainability commitments into genuine consumer trust and tangible results. Experts from the business and law arenas will share insights on building trust and ensuring authenticity in your sustainability messaging, including some of the learnings from the 2024 Presidential Task Force Report on The Effects of Greenwashing and Greenhushing on Brand Value. Discover effective strategies that enhance brand value and drive meaningful change. Join us for an insightful discussion on balancing ambition with accountability and learn how to make sustainability a powerful asset for your brand.

Moderator: Anna Wipper, Partner, KPMG Law (Germany)

Speakers:

Lara Doyle, Legal Counsel IP, IKEA (Netherlands)
Iris Gunther, Director, Brand Enforcement and Sustainability, INTA (USA)
Mary Mazzoni, Executive Editor, TriplePundit, 3BL Media (USA)
Kristi Spicer, Senior Corporate Counsel, IP, Amazon (USA)

About the International Trademark Association:
The International Trademark Association (INTA) is a global association of brand owners and professionals dedicated to supporting trademarks and complementary intellectual property (IP) to foster consumer trust, economic growth, and innovation, and committed to building a better society through brands. Members include more than 6,700 organizations, representing more than 37,000 individuals (trademark owners, professionals, and academics) from 181 countries, who benefit from the Association’s global trademark resources, policy development, education and training, and international network. Founded in 1878, INTA is headquartered in New York City, with offices in Beijing, Brussels, Santiago, Singapore, and the Washington, D.C., Metro Area, and representatives in Amman, Nairobi, and New Delhi. For more information, visit inta.org.

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Media Contact:
Tracey Eyers
International Trademark Association
Senior Strategist, Communications
[email protected]

Topics Sustainability