INTA 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. 

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