In an age of heightened environmental and sustainability pressures, businesses of all sizes face pressure to illustrate their green credentials, he writes. Steve Haskew from Circular Computing. Some choose to be open, advertising sustainability and zero claims at the forefront of their communication, while others choose to say nothing at all and sit quietly hoping it won't be explained. However, neither of these approaches is likely to be the best practice for most businesses and has led to increased political and economic problems with greenwashing a greenhushing.