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Sustainability in Trademarks: Leveraging Marks to Convey Eco-Friendly Brands, Avoiding Potential Pitfalls

Recording of a 90-minute premium CLE video webinar with Q&A

This program is included with the Strafford CLE Pass. Click for more information.
This program is included with the Strafford All-Access Pass. Click for more information.

Conducted on Tuesday, January 31, 2023

Recorded event now available

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This CLE webinar will guide IP counsel on leveraging trademarks to convey sustainability. The panel will discuss the impact on brands and how they message their eco-friendly brands. The panel will offer best practices for brand owners to consider when using marks to communicate the brand's eco-friendly initiatives.


People are increasingly environmentally conscious and, as a result, companies are seeing consumers wanting and being willing to pay for sustainable goods. It is not surprising that many companies have responded by shifting their focus to providing eco-friendly products. Trademarks play an important role in conveying brand values and sustainability.

For example, Eileen Fisher and Patagonia have led the way in leveraging trademarks to communicate social and environmental commitments. Many other brands are now following their lead. However, there has been little regulation of greenwashed products. There is increased scrutiny of claiming environmental initiatives without actually having such initiatives in place.

Terms and phrases used to describe a brand's sustainability practices must be chosen carefully. The line between protectable and unprotectable terms is not always clear. These marks play an important part in ensuring that consumers know what they are getting or that the product that they are buying meets certain standards.

Listen as our authoritative panel of IP attorneys examines sustainability in trademarks and the potential pitfalls to avoid. The panel will discuss the impact on brands, how they message, and best practices for brand owners to consider.



  1. Sustainability in trademarks
  2. Potential pitfalls
  3. Impact on brands
  4. Messaging
  5. Best practices


The panel will review these and other key issues:

  • How can green trademarks help brands promote sustainability?
  • What potential challenges do companies face when seeking to use trademarks to convey sustainability?
  • What best practices should companies and counsel employ to leverage marks to communicate eco-friendly products?


Ciotola, Michelle
Michelle P. Ciotola

Partner; Chair of the Trademark & Copyright Practice; Co-Chair of the Consumer Products Practice
Cantor Colburn

Ms. Ciotola concentrates her practice on counseling, protecting and enforcing trademark, trade dress, copyright, and...  |  Read More

Coble, Paul
Paul Coble

Harris Bricken Sliwoski

Mr. Coble has helped clients navigate and mitigate risk relating to intellectual property and heavily regulated markets...  |  Read More

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