In the sustainability discourse, most of us have already heard of greenwashing — the practice of exaggerating or fabricating environmental credentials to appear more sustainable than a company truly is. But also, a quieter trend has emerged: greenhushing. It may seem harmless, even modest, but greenhushing still carries risks for progress, transparency and trust in sustainability initiatives.
In this article, we’ll explain what greenhushing is, how it differs from greenwashing, why it’s a problem and — most importantly — why clear, strategic communication is crucial for sustainable change that resonates.
Greenhushing vs. Greenwashing: Two Sides of the Same Coin?
While greenwashing involves overstating environmental claims, greenhushing is the opposite: companies under-communicate or entirely withhold their sustainability efforts, often out of fear of criticism, scrutiny, or accusations of greenwashing.
Where greenwashing misleads, greenhushing hides. But both distort the public picture of what businesses are really doing in the sustainability space. In doing so, they erode stakeholder trust and ultimately slow down the transition to a more sustainable economy.
Why are companies greenhushing?
The reasons for greenhushing vary, but common factors include:
- Fear of backlash: Companies fear that sustainability claims may be called out as disingenuous or inadequate.
- Uncertainty: With evolving standards and frameworks, some organizations are unsure what or how to communicate.
- Imperfect progress: Businesses often worry that unless their efforts are flawless, it’s better to stay quiet.
The Problem with Greenhushing
At first glance, greenhushing may seem like a form of humility or caution — a way to avoid overstating one’s impact. But in reality, silence is a barrier to progress. When companies choose not to talk about their sustainability efforts, they not only deprive stakeholders of valuable insight, they also miss a crucial opportunity to contribute to a shared culture of change.
The problem with greenhushing is that it creates a void where dialogue and inspiration should be. Without visibility into what businesses are doing — what works, what doesn’t, and how they’re learning along the way — others can’t build on those lessons. It becomes harder for employees, consumers, partners, and even competitors to engage in meaningful, aligned action. In the long run, this slows the pace of collective change and isolates sustainability work within individual organizations.
Actions Speak Louder: Why Sharing What You Do Matters Most
Moreover, by staying quiet, companies forfeit the chance to build trust. Today’s audiences aren’t expecting perfection — they’re expecting progress, honesty and relevance. Communicating about real-world actions, rather than polished narratives around products, labels, or certifications, offers a more authentic and relatable approach. Actions are tangible. They’re easier to understand. They’re harder to question. And they’re far less likely to be misinterpreted as greenwashing.
When companies share what they’re doing — be it switching to renewable energy, rethinking packaging, or transforming their supply chain — it gives people something they can connect to and learn from. It shows initiative, commitment, and authenticity. Even better: it has the potential to inspire others to follow suit. But this only happens if those actions are visible — and visibility requires communication that reaches people where they are.
Why Good Communication is Key to Real Change
So, how can companies strike the right balance? The answer lies in clear, honest, and audience-centric communication. This doesn’t mean shouting every initiative from the rooftops. It means:
- Sharing both successes and challenges
- Using accessible, relatable language
- Choosing channels that actually reach — and engage — your audience
- Allow feedback to listen to your audiences, not just talk to them
And most importantly: it means talking about actions, not abstractions. Labels and certifications can serve as useful benchmarks, but they are often technical, exclusive, or unclear to everyday audiences. Actions — on the other hand — tell a story. They demonstrate intent, impact, and integrity.
When companies make their actions visible through meaningful storytelling and on platforms that people actually use, they become part of a larger movement. This visibility doesn’t just enhance reputation — it helps embed sustainability into the cultural fabric of businesses and communities alike.
Modernize the Message: Reach People Where They Are
Too often, sustainability communication is stuck in outdated formats and channels that no longer resonate. Traditional sustainability reports, while important for compliance and documentation, are rarely read by the people whose engagement truly matters — employees, consumers, and the wider public. These reports are often dense, technical, and detached from the human stories behind the data.
But meaningful change needs more than checklists and certifications. It needs connection. Companies must rethink not only what they communicate, but how and where they communicate it.
Effective sustainability communication today means moving away from long, static reports and toward formats that are dynamic, digestible, and engaging. It means:
- Telling human-centered stories that show real people driving real change
- Using visuals and modern short-form content to simplify and amplify messages
- Sharing updates through channels that people actually use — social media, newsletters, internal platforms and analog touchpoints
- Creating feedback loops to listen, learn, and adjust based on audience needs
When done well, communication becomes a driver of change — not just a reflection of it.
Conclusion
In the quest for sustainability, staying silent is not a strategy. It’s a missed opportunity. We don’t need perfection — we need transparency, consistency and courage. By openly sharing progress, learning from mistakes, and communicating in ways that engage real people, companies can build the trust and momentum necessary for genuine, systemic change. Sustainability is not just a technical challenge; it’s a communication one. Let’s make sure our actions — and our voices — are part of the solution.
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