Green branding: competitive edge or legal time bomb without solid data?

Eco-friendly branding can provide a genuine market advantage, but only when backed by verifiable data — otherwise it becomes greenwashing that exposes a company to legal, reputational and business risks. Even a formally registered green trademark does not shield a company from greenwashing accusations if hard evidence is lacking. The risks span legal liability, reputational damage and strained relationships with clients and business partners.

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