International Trademark Association warns on impact of greenwashing and greenhushing on brand value
The International Trademark Association (INTA) has released its 2024 Presidential Task Force (PTF) Report, titled "The Effect of Greenwashing and Greenhushing on Brand Value," providing an in-depth analysis of how environmental communication strategies impact brands. The report, published on April 23, 2025, addresses the growing importance of Environmental, Social, and Governance (ESG) practices in brand marketing and evaluates how both misleading claims—known as greenwashing—and the underreporting of authentic ESG efforts, termed greenhushing, affect consumer perception and brand valuation.
Developed through extensive research incorporating legislative frameworks, insights from third-party advisors, and perspectives from within brands themselves, the report stresses that transparent and effective communication of ESG initiatives is vital in cultivating consumer trust. It reveals that many companies are failing to capitalise on opportunities to boost their brand value by undercommunicating their genuine sustainability efforts. According to the report, over 82 percent of products currently lack clear messaging regarding sustainability, despite an increasing consumer demand for such information.
The publication highlights that the evolving landscape of ESG legislation worldwide presents both hurdles and prospects for brands aiming to articulate their sustainability credentials clearly. In discussing the report’s significance, 2024 INTA President Dana Northcott, associated with Amazon USA, remarked, "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."
The Presidential Task Force has outlined seven best practices to guide brands in navigating ESG communication successfully. These include adopting strategic approaches to ESG initiatives, utilising technology and governance systems, aligning with global standards, engaging relevant stakeholders, avoiding misleading claims, emphasising long-term value creation, and developing tailored communication strategies to prevent greenhushing.
INTA CEO Etienne Sanz de Acedo further emphasised the importance of active ESG communication, stating, “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. 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.”
The report is positioned as a comprehensive resource for brands aiming to balance regulatory demands and stakeholder expectations within their ESG strategies, ultimately influencing their market performance. Interested parties can access the Executive Summary and full report through the International Trademark Association.