In recent years, sustainability has become a prominent topic in boardrooms, marketing campaigns, and consumer choices. Companies have been eager to showcase their eco-friendly initiatives, from reducing carbon footprints to adopting renewable energy sources. However, a new trend is emerging: some businesses are choosing to stay silent about their environmental efforts.
This phenomenon, known as “greenhushing,” involves companies deliberately downplaying or withholding information about their genuine sustainability achievements. Unlike “greenwashing,” where firms exaggerate or fabricate eco-friendly claims, greenhushing is about doing good but choosing not to talk about it.
Why would a company opt for silence over celebration? The reasons include fear of public scrutiny, complex regulatory landscapes, and concerns about being accused of not doing enough. In this guide, I will walk you through the roots, implications, and future of greenhushing, offering insights from real-world experiences, expert analyses, and actionable advice.
Understanding Greenhushing
Greenhushing refers to the intentional decision by companies to minimize or avoid publicizing their environmental initiatives, even when these efforts are substantial and well-executed. The term was first introduced in 2008 by the sustainability consultancy, Futerra, highlighting a communication dilemma in the corporate world.
Solitaire Townsend, Co-founder of Futerra, noted, “We found that many companies didn’t want to talk about sustainability because they feared being accused of not doing enough.”
Key Characteristics of Greenhushing:
- Fear of Public Scrutiny: Companies worry that sharing their sustainability efforts might invite criticism or highlight areas where they haven’t made progress.
- Concerns Over Greenwashing Accusations: In an environment where exaggerated claims are heavily criticised, firms may choose silence to avoid potential backlash.
- Lack of Standardised Reporting Metrics: Without clear guidelines, companies might find it challenging to communicate their achievements effectively.
- Legal and Regulatory Uncertainties: Navigating the complex web of environmental regulations can be daunting, leading some to opt for discretion.
- Inconsistent Internal Communication Strategies: Without a cohesive approach, organizations might struggle to present a unified message about their sustainability efforts.
While greenwashing is about doing too little and saying too much, greenwashing is about doing a lot and saying nothing. Both practices can hinder progress toward genuine sustainability.
Why Are Companies Greenhushing?
1. Fear of Backlash and Cancel Culture
Imagine a company proudly announcing its new line of eco-friendly products, only to have past missteps—like poor labor practices—resurface and overshadow its current efforts. This fear of being called out for not doing enough or for past mistakes leads many companies to stay silent.
A notable example is a well-known apparel brand that faced intense scrutiny after promoting its recycled collection. Social media users quickly highlighted the company’s previous labour issues, leading to a backlash that eclipsed their sustainability strides. An anonymous sustainability officer from the company remarked, “We learned the hard way that even good intentions aren’t enough if you have skeletons in the closet.”
2. Greenwashing Fatigue
Over the years, consumers have been bombarded with exaggerated or false environmental claims, leading to skepticism. This “greenwashing fatigue” makes companies wary of promoting their genuine efforts, fearing they won’t be believed.
A study by the European Commission found that 53% of green claims in the EU were vague, misleading, or unfounded. This lack of trust means that even sincere initiatives might be met with doubt, prompting companies to adopt a “better safe than sorry” approach.
3. Lack of Industry Benchmarks
The absence of consistent, globally recognized Environmental, Social, and Governance (ESG) standards creates a grey area for companies. Without clear guidelines, businesses struggle to measure and report their sustainability efforts accurately.
This inconsistency can lead to accusations of manipulation or dishonesty, even when companies are making genuine progress. The variability in ESG reporting not only confuses consumers but also makes it challenging for investors to assess a company’s true environmental impact.
4. Legal Ambiguity
In some regions, companies face legal challenges if their environmental claims are found to be misleading, even unintentionally. This legal uncertainty creates a chilling effect, deterring businesses from publicizing their sustainability efforts.
For instance, in 2025, the European Union proposed a directive requiring companies to substantiate all environmental claims with certified evidence. While this aims to protect consumers, it has inadvertently made companies more cautious about making any public green statements.
A Dutch court ruling against KLM for misleading advertisements claiming customers could “fly sustainably” further exemplifies the legal risks companies face. Such cases highlight the importance of clear, substantiated claims to avoid legal repercussions.
Learn More: What Is The Difference Between ESG and Sustainability?
When Silence Speaks Volumes
Story 1: The Quiet Food Giant
A leading global food brand, renowned for its meat products, initiated a pilot regenerative agriculture program spanning 10,000 hectares. This initiative achieved a 30% reduction in fertilizer use and sequestered over 15,000 tons of CO₂ within a year. Despite these significant accomplishments, the company chose not to highlight this in their public reports.
A former sustainability executive explained, “It felt safer to treat it as a research initiative than a headline. We were afraid people would ask why we weren’t doing it across all farms.”
This cautious approach isn’t unique. Unilever, for instance, has committed to implementing regenerative agriculture practices across 1 million hectares by 2030, with 25 projects already underway across approximately 350,000 hectares as of 2024. Their efforts—led by the Nutrition business group—aim to reach 650,000 hectares by 2027, ultimately transforming their entire agricultural footprint. These initiatives have resulted in tangible environmental benefits, such as reduced nitrate pollution and improved soil health, yet they often focus on internal progress rather than public promotion.
Story 2: The Tech Startup That Chose Integrity Over Noise
A climate tech startup developing energy-efficient cooling systems decided to withhold publishing its carbon-saving results until third-party verification was complete. This decision meant missing out on immediate media coverage, but the company prioritized credibility over quick recognition.
Such integrity is vital in the climate tech sector. Montana Technologies, for example, developed “AirJoule,” a dehumidifier that enhances air conditioning efficiency by 90%. Rather than rushing to publicize their achievements, they focused on thorough testing and validation.
The Cost of Greenhushing
1. Missed Brand Opportunities
When companies don’t communicate their sustainability efforts, they miss the chance to stand out as leaders in environmental responsibility. A study by Brand Finance revealed that major brands are losing billions in potential value by not effectively sharing their sustainability achievements. For instance, Microsoft’s muted communication about its environmental goals could mean over $3 billion in unrealized brand value.
2. Investor Uncertainty
Investors increasingly consider ESG factors when making decisions. However, when companies withhold information about their sustainability efforts, it creates uncertainty. A report by Sustainable Brands found that 58% of the top 100 U.S. companies underreported their ESG progress, potentially deterring investment opportunities.
3. Eroded Public Trust
Transparency builds trust. When companies are silent about their environmental actions, consumers might assume they’re not doing anything at all. This lack of communication can lead to skepticism and damage a company’s reputation. The Australian Securities and Investments Commission (ASIC) has noted that greenhushing can mislead stakeholders and hinder informed decision-making.
4. Employee Disengagement
Employees take pride in working for organizations that align with their values. When a company’s sustainability efforts go unrecognized, it can lead to decreased morale and engagement among staff. Recognizing and celebrating these initiatives internally and externally can boost employee satisfaction and retention.
Expert Opinions: What the Thought Leaders Say
Environmental psychologist Dr. Renée Lertzman describes greenhushing as a response to societal pressures for perfection. Companies may hesitate to share their sustainability progress, fearing backlash for not meeting every expectation.
Paul Polman, former CEO of Unilever, emphasizes the importance of transparency. He believes that by not communicating their positive actions, companies miss opportunities to inspire change and contribute to global sustainability efforts.
In Africa, ESG consultant Yemi Adetayo notes that businesses often feel that the global sustainability conversation is dominated by Western perspectives. This perception can lead to reluctance to share their initiatives, fearing they won’t be taken seriously.
Recent studies support these observations. For instance, a 2023 Earthwatch Europe survey found that nearly 24% of medium and large UK companies admitted to greenhushing. Similarly, a 2024 report revealed that 58% of the top 100 U.S. companies underreported their ESG progress, potentially missing out on investment opportunities.
Learn More: 10 Greenwashing Examples
How to Break the Silence: Practical Steps
1. Embrace Transparency Over Perfection
Being open about your sustainability efforts doesn’t mean you have to be perfect. Share your goals, the progress you’ve made, and the challenges you’ve faced. This honesty builds trust with your audience. According to Forbes, radical transparency is a powerful tool for building trust, especially as consumers become more skeptical of green claims.
2. Seek Third-Party Verification
Partnering with independent auditors can validate your sustainability claims and enhance your credibility. Third-party assessments provide an objective view of your efforts, reassuring stakeholders of your commitment.
3. Align with Global Frameworks
Utilize established benchmarks like the Global Reporting Initiative (GRI), Sustainability Accounting Standards Board (SASB), or Task Force on Climate-related Financial Disclosures (TCFD) to structure your sustainability reporting. These frameworks offer standardized metrics that can help communicate your initiatives effectively. The Harvard Law School Forum on Corporate Governance notes that aligning with such frameworks is increasingly important as ESG regulations evolve.
4. Share Human Stories
People connect with stories more than statistics. Highlight the real-world impact of your sustainability efforts by sharing stories of employees, community members, or others who have benefited. This approach makes your initiatives relatable and tangible.
5. Educate and Align Your Team
Ensure that your sustainability, marketing, and legal departments are on the same page. Develop internal communication protocols to maintain consistency in your messaging. A unified approach helps prevent misunderstandings and ensures that everyone is working towards the same goals.
Self-Check Tool for Greenhushing
| Question | Yes | No | Notes |
|---|---|---|---|
| Do we have verified data for our sustainability claims? | |||
| Are we afraid of backlash if we go public with our efforts? | |||
| Are we using any recognized ESG frameworks? | |||
| Are our internal and external messaging consistent? |
Conclusion: Finding the Courage to Speak Up
Greenhushing is a silent but significant challenge in the global sustainability movement. While the intention may be to protect reputation, the result is often a loss of trust, opportunity, and momentum.
Now more than ever, the world needs honest conversations about progress, not just perfection. Companies that find the courage to speak, even imperfectly, are the ones truly leading the charge for a better planet.
“Silence is not neutral. In sustainability, silence can slow down the very progress we’re trying to accelerate.” — Solitaire Townsend
So, let’s make noise — the right kind.
