The threat of being accused of greenwashing strikes fear into the heart of every business. Striving to do their best for the environment, companies face the difficult situation of over-promising their ESG (environmental, social and governance) goals and being accused of greenwashing; or saying nothing and being accused of not doing enough.  For many, the solution seems to be green hushing, a relatively new term that is increasingly at the forefront of sustainability conversations, but what is it and why could it be just as dangerous for your business as green washing?

‍What is green hushing?

‍Green hushing involves opting not to make sustainability goals publicly available, instead keeping them private and undisclosed and avoiding scrutiny.Confronted with legal disputes and reputational damage if found guilty of greenwashing, a growing number of companies are instead choosing to disclose fewer, if any, details about their environmental policies.In their 2022 Net Zero report, climate solutions providers South Pole found that of the 1,200 large, private companies they surveyed, 25 percent of them “have set science-based emission reduction targets, but they do not plan to publicise them”.The report goes on to say, “Companies are hesitant to over-promise publicly on what they can deliver”.

‍Greenwashing vs Green hushing

‍Green hushing is largely a reaction to the fallout caused by greenwashing. Greenwashing is saying rather than doing – an insincere and often exaggerated commitment to the environment.In contrast, green hushing is the opposite, doing rather than saying – deliberately not announcing ESG targets for fear of being called out.

‍Why would a company take part in green hushing?

‍For companies, green hushing seems like a win-win. By not publicly setting goals, they can’t be held accountable for failing to meet them, and they can’t be accused of greenwashing. It’s a tempting proposition for companies trying to balance doing the right thing for the environment with protecting their reputation. So it seems like the perfect solution, right? Not quite…

‍Why green hushing is a bad idea for your company?

‍Transparency is the key to any successful business (read more about why here). Being clear and honest with consumers, investors and other stakeholders is essential for building trust. Consumers want reassurance that companies are doing all they can to offset their carbon emissions. Without clearly defined sustainability goals, there is no incentive to improve; there is no incentive to innovate; and there is no incentive for competitors to strive to do better.

‍How can companies avoid green hushing?

‍Ultimately, green hushing is a result of a gap in green skills. Despite their best intentions, companies don’t know how to reach Net Zero, or how to communicate their goals, so believe it is better to stay quiet altogether.

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‍Futureproof provides companies with the tools they need to reduce their carbon emissions and begin their journey to Net Zero. Get in touch today to find out more about our ground-breaking platform that lets you manage your sustainability journey in one place.