Greenhushing Leeway: Uncommunicated Sustainability

Have you ever heard about “greenhushing”? What is involved in not communicating one’s sustainability journey?

Greenhushing. You may wonder what it is, so here we are. This term indicates the propensity on the part of companies (or other entities) committed to sustainability to publicize their efforts and achievements in a limited way, or not at all.

We got used and familiar with the implications of greenwashing, yet this is not the only dangerous phenomenon we can meet. Greenhushing is clearly problematic in the fight against climate change, and to the companies that practice it. Why? As long as communication is fundamental for positive changes and reputation, the choice to not communicate is tricky enough for a transformative evolution.

Greenhushing could occur for many reasons. Companies may fear that overtly promoting their green initiatives could lead to accusations of greenwashing. Moreover, they may prioritize their resources towards green initiatives without wanting to draw attention on they, believing that focusing on improving sustainability without promoting it allows them to allocate fundings more efficiently and effectively. However, the business sector is driven by competitive advantages, market dynamics, and public relation strategies – that is these aspects could play a role in greenhushing practices.

The analysis is deeply interesting, especially to people working in the communication field. Too many questions arise on the matter – we go first: What are the risks of greenhushing in the business sector?

Greenhushing makes difficult to monitor progress in the transition to more sustainable frameworks of production and consumption. It avoids inter-firm comparison, that could generate a virtuous circle of continuous improvement to challenge global warming. Risks are clear for companies too: diminished competitiveness, missed opportunities for engagement, and less capacity to attract and retain talents devoted to sustainability goals.

In conclusion, we can point out that transparent communication and proactive engagement on sustainability issues are essential for companies to manage these risks and thrive in a fast-evolving business landscape. Next question: How to spread the eco-commitment without fearing negative repercussions? Let’s get used to the concept and learn more in’s next articles.