Greenhushing is the practice in which companies or organizations intentionally downplay their environmental initiatives or sustainable practices. Rather than boasting about their environmental achievements (as they do in greenwashing), they choose to remain silent about them.

Why does it matter?

– Less pressure on others – If companies do not talk about their environmental activities, the overall shift towards sustainability may slow down because a positive example for competitors and the public is missing.

– More difficult control and transparency – If companies do not disclose their sustainable actions, it is more difficult to assess their true environmental impact and compare them with others.

– Loss of consumer confidence – Many customers want to support sustainable brands, but if they are unaware of their activities, they may opt for less environmentally friendly alternatives.

– Investors and regulations – There is growing pressure from investors and regulators for greater transparency in the area of ESG (environmental, social and governance factors). Greenhushing can pose reputational and legal risks for a company.

Why do companies greenhush?

– Fear of criticism or accusations of greenwashing.

– Uncertainty about the accuracy of ecological data.

– Fear that sustainability will be perceived as a marketing gimmick.

While greenhushing may seem like a prudent strategy, it ultimately slows down the necessary ecological transformation. Transparency and open communication are key to real progress on sustainability. Spring