Greenhushing: When Companies Stay Silent About Their Environmental Commitments

While greenwashing is widely known, its opposite — greenhushing — remains under the radar. This trend, increasingly common among companies worldwide, could slow the energy transition. Why are businesses keeping quiet about their climate actions? And what does this mean for investors and citizens?

What Is Greenhushing?

Greenhushing describes the tendency of companies to downplay or remain silent about:

• Environmental initiatives
• CSR (Corporate Social Responsibility) policies
• Real progress in carbon reduction and sustainability

The term was coined in 2008, but it is more relevant than ever.

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Key distinction:

• Greenwashing = saying too much
• Greenhushing = saying nothing, even when acting

A 2024 South Pole study found that 88% of companies offering sustainable products now communicate less about their efforts, even though 93% meet their commitments.

Examples of greenhushing include:

• Not communicating carbon reductions
• Omitting to highlight a sustainable product
• Staying discreet on ESG targets to avoid scrutiny

Why Do Companies Engage in Greenhushing?

Even responsible companies may choose silence for several reasons:

Fear of Criticism

Companies fear being accused of not doing enough for climate and sustainability. They also risk whataboutism: being criticized for what they haven’t done rather than what they have.

Example: A company reduces carbon emissions by 20% but faces criticism on waste management or supplier practices. Silence can seem safer.

Fear of Greenwashing Accusations

Sharing positive climate achievements may backfire. Many companies avoid communicating to not appear as exaggerating or greenwashing.

Modesty or Strategic Choice

Some companies feel climate action should not serve as marketing. Others communicate selectively to investors, partners, or professional clients.
This is common in sensitive sectors like energy or heavy industry.

Fear of Missing Targets

Ambitious climate targets are now the norm. Companies that realize they may not meet them sometimes reduce communication — as seen with Microsoft and its 2030 net-zero target.

Lack of Communication Expertise

Small and mid-sized companies may lack the skills to communicate environmental actions effectively, opting for silence to avoid errors or misinterpretations.

Greenwashing vs. Greenhushing

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Summary: Greenwashing misleads, greenhushing hides — both deprive investors and citizens of reliable information.

Why Greenhushing Matters

It Reduces Transparency

Energy transition requires:

• Transparent corporate action
• Comparability of results
• Measurable progress

Silence deprives the market of information, making it hard for investors to distinguish genuine leaders from opportunists.

It Weakens Collective Momentum

Sharing successes fosters motivation, best-practice exchange, and competition. Greenhushing creates caution, weakening collective RSE/ESG progress.

It Threatens Climate Action

By hiding positive efforts, greenhushing gives the impression of inaction, demotivates investors, and risks slowing public awareness and engagement.

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How to Avoid Greenhushing

For Companies: Gradual Transparency

Communicate progress honestly, including limits and setbacks. Focus on:

• Clarity: explain objectives
• Measurement: share concrete indicators (carbon, water, recycling)
• Humility: acknowledge transition is a process

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For Investors: Read Between the Lines

Signs of greenhushing include:

• No ESG data in reports
• Vague or non-measurable targets
• Finance-focused communication avoiding environmental topics

Use trusted labels and platforms like Goodvest, South Pole, or Morningstar ESG to gain clarity.

Toward a New Era of Environmental Communication

Europe is taking greenhushing seriously. The CSRD directive requires companies over 250 employees to disclose detailed environmental, social, and climate impacts.

The challenge: companies want to act but fear saying the wrong thing. The solution lies in acknowledging progress, not perfection — treating the climate transition as a marathon, not a sprint.

Conclusion

Greenhushing is the silent mirror of greenwashing: less visible but equally damaging. For investors, it requires careful due diligence to identify truly sustainable opportunities.

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