Greenhushing: The “Silent” Side of Sustainability

Greenhushing is an emerging phenomenon in corporate sustainability, referring to the practice of companies intentionally withholding information about their sustainability achievements and initiatives. Unlike greenwashing, where companies exaggerate or misrepresent environmental efforts, greenhushing involves deliberate silence, often due to fear of criticism, legal liability, or reputational risks.

What is Greenhushing?

The term comes from combining “green” (environmentally sustainable) and “hushing” (keeping silent). It describes situations in which a company chooses not to communicate measurable, real sustainability results. Even if the company achieves tangible progress in areas like carbon reduction, energy efficiency, or social responsibility, these accomplishments remain largely undisclosed to investors, customers, or the public.

Why Does Greenhushing Occur?

Companies may engage in greenhushing for several reasons:

• Reputational Risk: Fear of public scrutiny, media criticism, or negative consumer feedback if sustainability goals are perceived as incomplete or insufficient.
• Regulatory Uncertainty: Continuously evolving ESG reporting frameworks (e.g., CSRD, NFRD) may make firms cautious in sharing detailed sustainability data.
• Consumer Reactions: Companies may worry that sustainability claims could be misinterpreted or fail to resonate with their audience.
• Competitive Concerns: Some companies regard their sustainability initiatives as strategic advantages and opt to keep them confidential.

Impact on Sustainability Transparency

Greenhushing affects corporate and investor transparency:

• Reduces investor confidence due to lack of visibility on environmental and social risk management.
• Limits industry benchmarking and cross-sector comparisons.
• Obstructs societal impact as best practices remain undisclosed.

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