The Role of Trademarks in the Sustainability Revolution

Trademarks play an essential role in helping consumers identify and purchase sustainable products. Green trademarks showcase a brand’s position and contribution to sustainability, underlining its core values to consumers. They also serve to influence purchasing decisions.

Green trademarks are essential tools for businesses with immense marketing power. However, these marks are also subject to additional legal scrutiny, and brand owners must take extra precautions when launching new eco-friendly brands.

In this webinar, trademark experts Eva-Maria Strobel and Cynthia Cole from Baker McKenzie discuss increased greenwashing and stricter trademark laws around sustainable brands.

Topics covered:

• How to earn consumer trust through transparency and sustainability in branding
• Key considerations to secure successful trademark registrations and expand your trademark portfolio
• Certification marks as alternative options to showcase environmental credentials
• How is the legal landscape developing the fine line between genuine environmental stewardship and the pitfalls of greenwashing, and what role do trademarks play in it?