In a recent event that generated much interest from the press, Volkswagen of America announced it was to change its name to “Voltswagen” as part of a commitment to electric vehicles. If the journalists who later found out the whole thing was a ruse had checked our trademark screening tool, they would have instantly known that no such application had been made! In fact, the world was subject to the German car giant’s April Fool’s Day joke. Like many other brands though, VW has registered new trademarks for environmentally friendly products that show its commitment to green initiatives such as electric vehicles. A trademark search of various worldwide jurisdictions reveals the existence of marks such as ID.3 and e-Golf Classic, two of the group’s fleet of future-proof cars.

Volkswagen is not the only company to engage in green branding, a process which has become increasingly popular in recent years as consumers opt for brands they perceive as environmentally friendly and responsible. This is particularly prevalent among younger consumers, and the 2019 report, “The State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail,” noted that 62% of Gen Z consumers now favor sustainable brands.