GREENHUSHING AND SUSTAINABILITY: WHAT IT MEANS FOR ESG AND CSR

Greenhushing is a growing trend in the world of sustainability — and it’s not necessarily a good one. The term refers to when companies deliberately choose not to publicize their environmental efforts or sustainability goals, embracing greenhushing out of fear of criticism, accusations of greenwashing, or regulatory scrutiny.

In contrast to greenwashing — where companies exaggerate or falsely claim eco-friendly practices to appear more sustainable — greenhushing is about staying silent, even when positive action is being taken. While it may seem more ethical at first glance, the practice creates its own set of problems.

A major reason companies greenhush is the fear of public backlash. In today’s digital world, any environmental claim is quickly examined, and sometimes attacked, especially if a business is seen as falling short or being inconsistent. To avoid this scrutiny, many brands choose to underreport or completely hide their sustainability progress.

Also a reason for greenhushing is the growing pressure from regulators and watchdogs. With stricter rules on ESG (Environmental, Social, and Governance) reporting and claims, businesses may worry about getting penalized for making the wrong statement — even unintentionally.

While the cautious approach may seem safe, greenhushing has serious consequences. When companies don’t share their sustainability efforts, it limits transparency, industry learning, and accountability. It also makes it harder for consumers, investors, and stakeholders to identify which businesses are truly committed to environmental responsibility.

Also greenhushing can stall climate progress. Publicizing sustainability goals often inspires industry peers to act, encourages innovation, and helps set benchmarks for progress. Without open dialogue, the momentum toward a greener future slows down.

To combat greenhushing, experts recommend better frameworks for honest, transparent reporting — including sharing both successes and setbacks. Stakeholders don’t expect perfection, but they value authenticity and a clear plan for improvement.

All told, greenhushing highlights a rising tension: the desire to do good for the planet, without drawing too much attention. But in a time when climate action is urgent, silence isn’t golden — it’s a missed opportunity.