What is Greenhushing and How to Avoid It

In recent years, the focus on environmental sustainability has grown exponentially. Consumers, increasingly aware, demand tangible commitments from companies to reduce their environmental impact. However, amidst this growing pressure, the phenomenon of greenhushing emerges—a behaviour that, while less known than greenwashing, can undermine credibility and business success. In this article, we will explore the meaning of greenhushing, its risks, and strategies to avoid it.

The Concept of Greenhushing

The term "greenhushing" refers to the strategic choice by some companies to avoid communicating or to downplay their efforts in environmental sustainability, fearing criticism or accusations of inconsistency. In other words, companies that engage in greenhushing prefer to maintain a low profile regarding their environmental achievements instead of using them as communication and marketing tools.

This behaviour often stems from excessive caution: some businesses fear not meeting public expectations or being perceived as inconsistent if their goals are not fully achieved. However, such a strategy represents a loss in both reputation and competitiveness.

Differences Between Greenhushing and Greenwashing

Although greenhushing and greenwashing are two sides of the same coin, they have significant differences. Greenwashing is a deceptive form of communication where a company exaggerates or falsifies its environmental credentials to appear more sustainable than it actually is. Greenhushing, on the other hand, is the opposite: a company deliberately chooses not to share its environmental successes, fearing criticism for any shortcomings.

While greenwashing is clearly harmful and misleading, greenhushing represents a missed opportunity. Failing to communicate ESG (Environmental, Social, Governance) achievements means forfeiting the chance to build trust and credibility with customers, investors, and other stakeholders.

Data on the Greenhushing Phenomenon

Greenhushing remains under-researched, but some studies shed light on its prevalence. According to a study conducted by South Pole, an international sustainability organisation, 25% of companies globally are hesitant to share their climate goals publicly. Among more than 1,200 companies interviewed across 12 countries, most set environmental targets, but a significant portion refrains from sharing progress or plan details, contributing to the phenomenon.

In Italy, greenhushing is particularly relevant. A survey conducted by NielsenIQ reveals that 30% of Italian companies that have implemented sustainability initiatives do not communicate these achievements to the public. This reflects a general tendency among Italian businesses to exercise caution in communication, often to avoid exposure to criticism or accusations of inconsistency.

Globally, greenhushing is more common in highly regulated sectors or those under close public scrutiny, such as energy and fashion. However, the phenomenon is spreading across other industries, driven by growing regulatory and social pressure.

Risks Associated with Greenhushing

While greenhushing might seem like a safe strategy, it carries various risks. Firstly, failing to communicate environmental achievements means missing out on a competitive advantage. Nowadays, consumers and investors seek brands demonstrating concrete commitments to sustainability. Remaining silent on this front can lead to lost market opportunities.

Additionally, greenhushing can undermine transparency and trust in the company. Lack of communication may be perceived as a sign of inactivity or, worse, opacity. In a context where trust is crucial for a brand’s success, this choice can prove counterproductive.

Lastly, greenhushing can hinder talent acquisition. New generations, particularly Millennials and Generation Z, want to work for companies that share their values. Not communicating ESG achievements might alienate potential collaborators, reducing the talent pool.

The Role of Marketing

Marketing plays a crucial role in avoiding greenhushing by promoting transparent communication about a company’s environmental and social progress. The key is striking a balance between enthusiasm and realism: it is important to celebrate successes without exaggerating or omitting areas needing improvement.

To start, it’s vital to educate the marketing team on the basics of ESG and the need for authentic communication. A good strategy might include creating regular reports highlighting achievements and future plans, accompanied by clear and verifiable metrics.

Additionally, integrating ESG messages into the overall brand narrative—rather than isolating them as standalone initiatives—can be effective. Timberland, for instance, successfully embedded sustainability into every aspect of its brand communication, from advertising to social media. This approach positioned the brand as a leader without appearing self-congratulatory.

Importance of ESG Data and Benchmarks

Data is the backbone of effective ESG communication. Providing measurable and verifiable information helps demonstrate the company’s credibility and meet consumer and investor expectations.

Collecting and analysing ESG data enables businesses to identify progress and areas for improvement, providing a solid foundation for communication. For example, companies can monitor reductions in CO2 emissions or increased material recycling, using these figures to illustrate the impact of their initiatives.

Benchmarks also play a key role. Comparing ESG impacts, policies, and targets against competitors allows businesses to define credible communication strategies supported by data. Highlighting areas of strength—such as more ambitious emissions reduction initiatives—can turn potential weaknesses into opportunities for differentiation and market leadership.

Support from Consultants

A team of sustainability consultants can play a critical role in helping companies avoid greenhushing by offering expertise to identify best sustainability practices, monitor progress, and develop effective communication strategies.

Consultants can assist in creating robust data collection systems, ensuring information is accurate and consistent. They can also support marketing teams in crafting clear and truthful messages, highlighting successes while addressing challenges.

Moreover, consultants can navigate complex regulatory landscapes, ensuring compliance with laws and international standards. This not only reduces the risk of penalties but also enhances brand credibility and reputation.

Conclusion

Though less known than greenwashing, greenhushing poses significant risks for companies aiming to stand out today. To avoid this phenomenon, adopting a transparent, data-driven ESG strategy and communicating progress authentically is essential.

Supported by reliable data and expert ESG consultants, businesses can not only mitigate the risks of greenhushing but also transform their sustainability efforts into a competitive advantage. For a more sustainable future, silence is never the best choice.