Get the green light on green brands
01 May 2009
Managing Intellectual Property
In an eco-conscious age, so-called green trade marks are proliferating at the USPTO. Meredith Wilkes addresses questions surrounding green brands
Everywhere we turn it seems that purveyors of goods and services are hailing the so-called green aspects of their wares. The INTA Annual Meeting in Seattle this month is no exception – it has been advertised as the greenest meeting to date. But why is it so important to tout the environmentally friendly, or green, aspects of what we do or sell? Research abounds that savvy consumers are as interested in the environmentally friendly practices of the seller every bit as much as they are in the goods it has to offer. Indeed, some research suggests that as many as 80% of consumers' purchasing decisions are influenced by environmental claims. The result is that marks claiming the terms "eco" and "green" abound....
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