The International Trademark Association (INTA) has released a comprehensive report, The Effect of Greenwashing and Greenhushing on Brand Value, highlighting the financial and reputational risks brands face from ineffective ESG (environmental, social, and governance) communication—whether through misleading claims (greenwashing) or silence on genuine achievements (greenhushing).
According to the report, 82% of products still lack clear sustainability information, despite rising consumer demand. Both overstatement and undercommunication of ESG initiatives erode consumer trust and diminish brand value. New global ESG regulations, while challenging, offer an opportunity for companies to strengthen their sustainability messaging.
Effective ESG storytelling is not just good ethics—it’s a competitive advantage, the report emphasizes. Brands that clearly communicate verified sustainability efforts enjoy increased consumer trust, stronger financial performance, and enhanced talent attraction.
The study, supported by insights from Brand Finance, Glow, and 3BL, offers seven best practices for ESG communication—from aligning with global standards and leveraging technology, to actively avoiding both greenwashing and greenhushing.
The clear message: in today’s market, silence can be as damaging as exaggeration. Strategic, transparent ESG communication is no longer optional—it’s a key driver of brand value.