Greenhushing is when companies intentionally under-report or remain silent about their sustainability efforts, even if they are making significant progress towards environmental goals. Rather than promoting their eco-friendly practices, these companies strategically choose not to share them.

There are several reasons companies may opt to greenhush. In the U.S., for example, public companies may fear legal repercussions if their environmental initiatives seem to conflict with shareholder profit obligations. Similarly, in regions where ESG (environmental, social, and governance) principles have faced political backlash, companies avoid drawing attention to their sustainability efforts.

Another reason companies stay quiet is consumer perception. In some cases, customers associate "green" products with inferior quality or higher costs. This misconception discourages firms from marketing their environmentally responsible offerings. Furthermore, industries like tourism may avoid advertising their sustainability efforts to prevent disrupting the indulgent experience consumers seek while on vacation.

Lastly, companies that highlight their green achievements may face increased scrutiny, higher expectations, and questions about future commitments. To avoid this pressure, they prefer to keep their sustainability initiatives behind the scenes.

Even carbon neutral certified companies, which measure, reduce, and offset their emissions, may greenhush. A lack of consumer demand and fear of greenwashing accusations are key reasons. Many consumers are still unaware of carbon neutrality, making it difficult for firms to justify the costs of advertising these credentials. Additionally, companies fear being labeled as greenwashers, which could damage their reputation.

A report by climate consultancy South Pole revealed that greenhushing is on the rise, with 58% of surveyed companies intentionally scaling back climate-related communications. These firms, despite their actions toward net zero goals, refrain from publicizing their efforts due to increased regulation and scrutiny.

Greenhushing can slow the spread of sustainable practices as fewer companies showcase their achievements, reducing the visibility of potential solutions for others to follow. To reverse this trend, companies could emphasize sustainability as an ongoing journey rather than a final achievement. Regulations, like the EU’s recent Greenwashing Directive, can also help bring transparency and trust. Lastly, educating consumers on sustainability terms and efforts can improve understanding and reduce negative associations with green products.

In the end, greenhushing represents a complex challenge as companies weigh the risks of promoting their environmental efforts against the potential backlash or scrutiny they may face.