The current climate crisis and other environmental issues have spurred businesses on to consider their approach to sustainability.
Consumers appear to be moving towards sustainable trade marks. These are brands that can evidence that they are taking steps to tackle climate change by improving their business model to be more sustainable, or towards those that are developing new products, and innovating generally, to address future needs and trends.
As a result, we are seeing companies investing significant efforts in protecting their new brand names and identities. This had led to a significant increase in “green” trade mark filings, i.e. brand names that are filed as trade marks and contain at least one ‘green’ term in their specification of goods and/or services.