Greenhushing is the newest corporate trend. But, is it the right approach, or will it harm sustainability efforts?

As if we needed another sustainability buzzword, a new one is on the rise: greenhushing. But, this one deserves attention as it highlights a worrying trend that may reverse much of the progress achieved by climate experts and consumers.  

Defined as the deliberate under-promising of sustainability targets within a company, greenhushing has come about as a way to combat greenwashing claims. Consumers can’t accuse your company of greenwashing when you don’t make any promises at all, right?

As it turns out, greenhushing practices can actually hinder sustainability efforts on a larger scale. When companies remain silent, it reduces the pressure on competitors to pursue sustainability as well. Furthermore, discerning customers are unable to distinguish between companies that are genuinely committed to sustainability and which are not. This takes away consumers’ choice to support sustainable businesses over unsustainable ones.

But why are companies greenhushing, and what alternatives can they explore to maintain transparency while avoiding greenwashing accusations? Let’s take a look.

Why companies greenhush: the innocent version

Although some companies keep quiet for less-than-pure reasons, many opt to greenhush purely for self-protection.

Greenwashing claims can be massively damaging, especially to mid-size and small businesses. Fearing such accusations, some companies might hesitate to highlight their sustainability initiatives. By greenhushing, they can quietly work toward environmental goals without fear of backlash. 

This comes in the wake of greenwashing regulations in several countries. While these laws seek to penalize companies who intentionally mislead customers—which is a good thing—they have inadvertently led to companies tightening their lips so they won’t get fined. 

Another concerning reason for companies keeping their sustainability efforts under wraps is the increasing politicization of sustainability. This trend is particularly prominent in the U.S., where states like Florida have enacted anti-ESG legislation and labeled sustainability practices as “ideological joyrides.” Since sustainability is now considered a political agenda, there are customers who actively avoid businesses that make sustainability claims as it contradicts their political affiliation. They see sustainability as a part of “woke culture” and may even boycott a business because of its sustainability approaches.

Small businesses often cannot afford to lose even a small percentage of customers, so to avoid potential issues, they hide their sustainability efforts.

Why companies greenhush: the sinister version

Not all greenhushing stems from genuine fears. Some companies greenhush to maintain an illusion of sustainability. In this way, greenhushing can become a form of greenwashing.

Accountability goes out the window when it becomes the norm for companies to keep quiet about their sustainability approaches. Let’s say a company has a goal to reduce its carbon emissions by 20% within a year. However, due to budget constraints, they allocate their sustainability funding elsewhere, resulting in only a 5% reduction in carbon emissions by year’s end. Even though it falls short of its target, it still markets its 5% decrease and receives praise, despite its failure. This is problematic.

Additionally, greenhushing allows companies that were initially compelled to adopt sustainability practices due to consumer demand to silently ease back into their unsustainable ways. Because everyone around them has become quiet, no one is the wiser. 

The consequences of greenhushing: why it’s a risk for sustainability

The problem with greenhushing is that sustainability needs transparency. Without global sustainability standards, ESG reporting and third-party auditing are necessary to ensure a company’s sustainability efforts are effective and comprehensive. When a company chooses to keep its sustainability efforts quiet, it’s uncertain whether those initiatives are genuine, substantial, or potentially harmful. 

Furthermore, greenhushing stifles competition. If everyone stays quiet about their sustainability goals, then it removes the drive to surpass competitors and achieve ambitious targets. Greenhushing can drastically slow efforts as it takes away the fire for innovation. 

It also denies customers their autonomy. Consumers desire transparency and seek to support companies that align with their ideals. When businesses remain quiet, customers are unable to endorse brands that they believe in, and worse yet, they may inadvertently support corporations that actively go against their values. 

Fortunately, it appears as though the future of greenhushing is at risk. Public reporting of sustainability efforts will become mandatory in the EU in 2025, and the U.S. will roll out its own regulations in 2024. Whether or not companies choose to highlight their efforts in their marketing strategies, they will be required to make their initiatives public. So, it would behoove companies to start crafting their messaging now to avoid the consequences of staying silent.

Instead of greenhushing, work on your message

In this writer’s humble opinion, greenhushing stems from poor communication. Companies fear that their sustainability messages won’t resonate. Rather than working to connect with customers and effectively share their sustainability journeys, they choose to shut up, to the detriment of global sustainability efforts.

Avoiding false greenwashing claims comes down to the ability to communicate sustainability goals effectively. If your efforts are genuinely sincere, there’s no reason you should face damaging greenwashing accusations. 

Read more about avoiding greenwashing accusations here.

Effective communication of your sustainability targets begins with a genuine approach and ends with telling your story in a way that resonates with your target market. To effectively tell your sustainability story, you must:

• Set measurable goals.
• Invest in third-party auditing and certification.
• Be fully transparent, even in your failures. Audiences are more forgiving than you might think as long as you are honest.
• Focus on meaningful sustainability approaches rather than hopping on trends. Yeah, it’s nice to replace your plastic straws with paper ones to save the turtles, but the action is meaningless if you’re still using disposable plastic cups.
• Be specific in your messaging. Avoid empty buzzwords like “sustainability” or “eco-friendly.” Instead, tell your customers exactly how your products are sustainable.
• Be genuine. No one is perfect, and we’re all just trying our best. If you are sincerely working toward sustainable practices within your business, you’ll earn respect. 

Telling your sustainability story isn’t easy. Sometimes, you’ll need a little help. If you want someone to craft your story, I’m your writer! Contact me to schedule a discovery call, and we can discuss your sustainability content needs.