Introduction

Many companies do it. Some don’t realise they’re doing it. Others do realise but will not openly acknowledge it.

In today’s world, sustainability has become a key consideration for individuals and organisations alike. With growing environmental concerns, consumers and stakeholders are increasingly seeking out companies that genuinely prioritise eco-friendly practices. However, a troubling phenomenon known as “green hushing” has emerged, where companies intentionally downplay or conceal their sustainability efforts. 

The rise of green hushing

So, what is it? Green hushing is the deliberate act of companies downplaying or concealing their sustainability initiatives. This behaviour is often driven by fears of being accused of greenwashing, a lack of transparency, or a desire to evade scrutiny. Although not widely acknowledged, green hushing raises concerns as it hampers transparency and impedes stakeholders’ ability to assess a company’s genuine dedication to sustainability.

Unlike greenwashing, where businesses exaggerate their commitment to sustainability, faced with the threats of tarnished reputations and legal trouble, some companies are instead choosing not to communicate their climate goals at all, leaving them unpublicised and meaning other companies can’t emulate their success.

How long has the term been around?

Green Hushing has gained attention in recent years. Font, a sustainability marketing professor, discovered the term in 2017 and noted its prevalence. While greenwashing is visible, green hushing operates more subtly. A report by South Pole, a Swiss Carbon finance consultancy, further highlighted this trend in October 2022. The report revealed that nearly a quarter of companies with a sustainability department, do not publicise their achievements beyond the minimum requirements.  This concerning trend limits the potential to inspire others, shift mindsets and encourage collaboration by sharing green actions.

Consequences of green hushing

Firstly, it undermines the trust between companies and their stakeholders. When organisations minimise or hide their sustainability initiatives, they run the risk of deceiving consumers and investors who value environmentally friendly products and practices.

Moreover, green hushing can impede collective efforts toward a sustainable future by discouraging other companies from embracing transparent sustainability practices.

Green Hushing also has the potential to deter customers from selecting sustainable products and services and erode public trust in the broader sustainability movement.

Why it matters more than ever

The need for sustainable practices is critical due to limited resources, rising carbon emissions, and ecological imbalances. Green hushing undermines progress by concealing important information and hindering collective efforts to address environmental challenges effectively.

Stakeholder Trust: In an era where consumers, investors, and employees are increasingly sustainability-conscious, trust is a valuable currency. Green hushing erodes trust by creating doubt and scepticism. When companies fail to disclose their sustainability initiatives or downplay their efforts, stakeholders may question their commitment to genuine environmental responsibility. Building trust requires transparency and open communication about sustainability practices and progress.

Accountability and Impact: To make tangible progress in sustainability, we need accountability and measurable impact. Green hushing inhibits the measurement and evaluation of companies’ environmental footprint. Transparent reporting allows stakeholders to assess the effectiveness of sustainability initiatives hold businesses accountable and encourage continuous improvement. Without transparency, it becomes challenging to gauge the actual impact of sustainability efforts hindering our ability to address environmental challenges effectively.

Global Collaboration: Solving environmental issues requires collective action and collaboration across industries, governments, and society. Transparent disclosure of sustainability efforts facilitates knowledge sharing, and best practice sharing and inspires efforts by limiting information sharing and hindering the potential for cross-sector partnerships.

Reputation and Competitive Advantage: In an increasingly conscious market, businesses that embrace transparency and demonstrate a genuine commitment to sustainability gain a competitive edge.  Consumers and stakeholders are more likely to support companies that are transparent about their environmental practices leading to an enhanced reputation and brand loyalty. Green hushing on the other hand risks reputational damage and lost opportunities for market differentiation.

The call for transparency

To counter the dangers of green hushing, transparency must be embraced by companies. Transparent disclosure of environmental effects and achievements builds trust and empowers customers to make more informed choices. It enables investors to allocate resources responsibly and supports the growth of a sustainable economy. By being open and transparent, companies can foster a culture of accountability and inspire others to join the sustainability movement.

Conclusion

Green hushing poses significant risks to our collective efforts in building a sustainable future. By downplaying their environmental initiatives, companies hinder customer choices obscure investor evaluations, and erode public trust. 

To mitigate these dangers, transparency and open communication are crucial. Companies must recognise the importance of authenticity and demonstrate a genuine commitment to environmental sustainability. Bu doing so, we can foster a culture of transparency, empower consumers, and inspire positive change toward a greener and more sustainable world.

As we continue to navigate the complex challenges of our time, green hushing stands as a barrier to progress. The urgency of the environmental crisis necessitates transparency, accountability, and collective action. By shedding light on green hushing and promoting transparency in sustainability practices, we can foster more sustainable generations to come.