The impact of 'greenhushing' on sustainability strategies

If achievements are not communicated, the opportunity to positively influence the sector and encourage a multiplier effect is lost.

In recent years, many companies have reduced their public communication about sustainability initiatives, both environmental and social. While they continue to implement important strategies in these areas, they prefer not to openly highlight their achievements or even minimize their promotion. This phenomenon is known as greenhushing.

Greenhushing refers to the decision by companies not to actively communicate their sustainable actions for fear of being accused of greenwashing or failing to meet their goals. By avoiding publicizing their commitments, they aim to reduce exposure to external criticism. However, this silence does not mean that corporate sustainability efforts have diminished.

Despite the reduction in communication, commitments to sustainable development continue to grow.

A report by Climate Impact Partners revealed that sustainability initiatives are still on the rise among the world’s leading corporations. In 2023, 45% of Fortune Global 500 companies had set targets to achieve net zero emissions by 2050, an increase from 39% the previous year and a significant jump from 8% in 2020.

These figures demonstrate that, even though companies choose not to emphasize their efforts, the actions behind these commitments are strengthening.

In North America, where the debate around ESG (Environmental, Social, and Governance) has been more intense, greenhushing is more evident. Despite this, 79% of North American organizations have made significant sustainability commitments for 2050, up from 73% the previous year.

It is important to note that these initiatives not only include measures to reduce carbon emissions but also efforts to improve labor conditions in the supply chain and promote gender equity and inclusion in their operations.

The importance of communicating actions

While it is positive that sustainability efforts, both environmental and social, continue to progress, it is crucial for companies to clearly communicate their achievements. Transparency not only strengthens trust among consumers, investors, and other stakeholders, but it also has a multiplier effect. By sharing their progress, companies can inspire others to adopt similar practices, promoting broader change that spans both environmental protection and social improvements throughout the entire value chain.

On the other hand, the regulatory environment is increasing pressure on companies to provide more accurate and detailed information. In countries like the United States, regulations are pushing corporations to be more transparent about their environmental impacts, labor practices, and efforts to reduce inequalities.

Thus, although greenhushing may seem like an effective short-term strategy to avoid criticism, the need for open and transparent communication is increasingly urgent.

Greenhushing and the maturity of ESG

Greenhushing can be seen as an adjustment in how companies approach sustainability. Instead of using sustainability as a marketing strategy, many organizations choose to focus on meeting their commitments before promoting them. This reflects greater seriousness in their environmental and social responsibility.

However, communication remains essential for these actions to have the desired impact. Sharing progress allows other companies to adopt similar practices and accelerates the shift toward a more sustainable future. If these achievements are not communicated, the opportunity to positively influence the sector and encourage a multiplier effect is lost.

Transparency, therefore, is key to mitigating the risks of greenhushing. Companies that communicate their progress and challenges in a balanced manner are better positioned to lead in an environment where sustainability is a key pillar of success.

Furthermore, communication is crucial to collectively addressing the most pressing social and environmental issues. Without clear and open communication, opportunities to mobilize resources and accelerate progress in these areas are missed. Therefore, transparency must accompany actions, not just as a measure of accountability, but as a tool to drive change.

In short, authentic sustainable action requires honest communication that not only informs about achievements but also inspires and fosters learning across industries, amplifying global impact.

 illuminem Voices is a democratic space presenting the thoughts and opinions of leading Sustainability & Energy writers, their opinions do not necessarily represent those of illuminem.