World IP Day: ‘Green Is the New Black’

Published: May 15, 2020

Louise Emmett Madderns Adelaide, Australia INTA Bulletins Committee - Asia-Pacific Subcommittee

As part of this year’s World Intellectual Property Day celebrations, INTA’s Asia-Pacific Office hosted a virtual education roundtable with the topic “Green Is the New Black.” Around 40 INTA members from the region participated in the event. 

Brands for a Better Society Committee Vice Chair Marion Heathcote (Davies Collison Cave, Australia), who has an interest in farming and is a co-owner of Wollombi Organics, discussed brand-driven corporate social impact and INTA’s activities in this area, including the creation of the new committee. This Committee has a mission to determine the impact of corporate social responsibility (CSR) on brands, businesses, and brand value, and develop a strategy for INTA moving forward. Ms. Heathcote referred to the positive response from members to INTA’s recent “Brands and CSR Survey Report” and encouraged members to continue to engage with INTA on what we can do as a community in this area.  

Fabrice Mattei (Rouse, Thailand) specializes in climate change and intellectual property (IP). His presentation was on developments in the area of climate change policy and the need for businesses to consider climate change when dealing with IP. To assist businesses with this, Mr. Mattei has created a carbon emissions calculator called CLIPMATE. This tool allows businesses to calculate carbon emissions from proposed IP activities and then compare strategies with the objective of reducing emissions and achieving carbon neutrality. For example, an Australian company filing a trademark application in South Africa could use the tool to calculate the carbon impact of this activity and then assess offsetting solutions. 

The final part of the webinar involved a case study recording from the European Union’s World IP Day event about the sustainability journey of Fenix Outdoor and its FJÄLLRÄVEN brand. This business has developed a strategic framework for managing its CSR using an ethical compass which takes into account nature, economy, society, and wellbeing.   

The overriding theme of the discussions was the importance of INTA taking on the issue of brands and CSR, particularly in light of the COVID-19 pandemic, which has taught us that a community can make a difference when we all come together.

Although every effort has been made to verify the accuracy of items in the INTA Bulletin, readers are urged to check independently on matters of specific concern or interest.

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