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Greenhushing, the Silent Sustainability Killer

Aug 12, 2024

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They say no good deed goes unpunished. This adage assumes a bit of irony: Acts of kindness often backfire on those who offer them. However, to brands and industry leaders around the world, this assumption is being taken more and more for truth.

“Greenhushing” emerged very recently as a term to describe deliberate silence around corporate sustainability efforts. It seems at first counterintuitive. If companies are making the effort to commit to higher environmental standards, why hide them from the public eye? Greenhushing is, after all, entirely different from the greenwashing we’ve come to see everywhere these days. Where the latter sees companies inflate their sustainability practices (or lack thereof), greenhushing involves brands deliberately downplaying their eco-friendly initiatives or hiding them altogether. Essentially, the trend is born of fear – fear of backlash, fear of being accused of greenwashing, and fear of falling short of ever-rising standards for sustainability. 




A study by the University of Edinburgh found that many firms avoid publicizing their green initiatives to dodge the scrutiny that comes with such claims. They’re increasingly worried that any perceived shortfall in their efforts could lead to a public relations nightmare capable of overshadowing the actual good they’re doing.


The implications of this are quite broad and extend well beyond a lack of transparency at a moment when we need transparency about these things most. When companies choose not to share their achievements publicly, they’re not allowing themselves to inspire others to do the same. They stall the important progress needed across all industries in setting higher environmental standards and giving consumers the option to practice more sustainable consumption.


Silence breeds ignorance, and ignorance in this case spells climate disaster. Instead of challenging practices through conscious consumerism, greenhushing resigns us to perpetuate them through a lack of knowledge and options. Think of the most successful eco-friendly brands and how their work has inspired both producers and consumers to pursue more sustainable paths. Now imagine what those industries might look like had they swept all their initiatives under the rug. Would conscious consumerism be the same today were it not for the very highly publicized work of companies like Patagonia? Would we still stop and think twice before supporting the most unsustainable fast fashion brands?




The irony is that greenhushing actually stems from a place of genuine effort and concern. Those who do it are typically also those who are making real strides toward more eco-friendly practices. It is worth asking whether rampant criticism and accusations have created an atmosphere in the market where even the most well-intentioned brands fear their initiatives and efforts won't make the cut. And following that logic we must also wonder if it is time to balance that critique with a little more positive reinforcement, encouragement and goodwill to push brands to be better.


Transparency and accountability are key to breaking the vicious cycle. Companies must embrace a culture of openness where sustainability efforts are shared candidly, including successes and areas for improvement. And the critics must balance their critiques with enough praise to foster a community of learning and growth.


Greenhushing is a barrier to progress in our fight against climate change and environmental degradation. It’s a practice that stems from fear but results in missed opportunities for education, inspiration, and collective action. By breaking that silence, companies can build trust, foster innovation, and create a ripple effect that extends far beyond their own operations.

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