Champs said: “As climate change and environmental issues are high on the global agenda in political, business and public debates, consumers are increasingly looking to buy products that are seen as environmentally friendly and sustainable. Brands can play an important role in helping consumers identify that they are buying a product that meets these characteristics.
“On the one hand, there are always ‘traditional’ brands that tell consumers that a product or service comes from a particular company that, usually through heavy investment in marketing and consumer education through the owner of the mark, has come to be recognized as “green marks. In addition, there are also specific types of marks, namely certification marks, collective marks or guarantee marks, which indicate to consumers that a product conforms to certain standards or characteristics.In order for an organization to use one of these “green” certification marks, it must comply with certain regulations governing the use of the mark which are established and controlled by the owner of the certification mark,” she said.
Fields cited the example of the Certified Sustainable Seafood certification mark owned by the Marine Stewardship Council. This organ generally requires any certified fishery to operate in such a way that fishing can continue indefinitely and does not overexploit resources, and to minimize the environmental impact of its fishing operations in order to maintain the structure, productivity, function and diversity of the ecosystem on which the fishery depends.
“IIntegrating environmental protection and sustainability into a company’s brand protection strategy can also add financial value as there is a direct correlation between trademark registrations and growth and profitability. of a business,” Fields said. “With so much attention being paid to these globally important issues, investing in green brands can therefore only be a benefit.”
The Pinsent Masons Intellectual Property (IP) team is hosting a series of webinars focused on climate change mitigation and sustainability. The first event will take place on October 21 and will examine how companies can leverage intellectual property rights to secure a competitive advantage, protect financial investments and generate significant additional revenue streams while helping to build a brighter future. green for all. You can register for free to join us at the event.