In response to growing awareness of the importance of sustainability, many companies have been promoting their green initiatives through marketing campaigns and reporting. However, a reverse and relatively under-reported phenomenon is now emerging: greenhushing. The term refers to the practice of companies choosing not to publicize their positive environmental actions. This behavior may seem counterintuitive at first glance, but it has complex reasons.

A key reason for greenhushing is the fear of criticism and accusations of greenwashing, which is when companies misrepresent their environmental policies to appear more sustainable than they actually are. With the public and regulators increasingly scrutinizing and critical of companies' environmental claims, many are opting for a more discreet approach to avoid scrutiny. By not promoting their sustainable practices, these companies seek to minimize the risk of being accused of exaggerating their efforts or using them merely as marketing strategies.

Another significant reason for greenhushing lies in the complexity and challenges of sustainability. Some companies may be in the early stages of implementing sustainable practices and, as a result, prefer not to disclose progress until the results are more concrete and measurable. This caution can be seen as a form of corporate responsibility, avoiding premature statements that could lead to unmet expectations.

However, greenwashing can also have negative impacts on broader environmental progress. By choosing not to share their initiatives, companies miss the opportunity to lead by example, inspire other organizations, and engage in an open dialogue about more sustainable and effective practices. A lack of transparency can also obscure the true picture of a company's commitment to sustainability, hindering stakeholders' ability to make informed choices and push for continuous improvement.

It is therefore essential to strike a balance between promoting sustainable practices and preventing greenwashing. Transparency should be encouraged, but accompanied by rigor and honesty. Companies should strive to communicate their efforts clearly and accurately, ensuring that all information is based on verifiable evidence and progress.

And did you know that there are other terms that we did not explore in this article, such as greencrowding, greenlighting, greenshifting, greenlabelling, greenrinsing? If you want to understand what each one means, we suggest reading the article published by Euronews.green.