The rise of ‘greenhushing’: Why are brands going silent about their sustainability efforts?

It’s not that long since ‘greenwashing’ became a word that might be recognised beyond marketing, now there’s a new word contending for a place in the lexicon, ‘greenhushing’.

Greenhushing is the act of keeping quiet about your sustainability targets and actions instead of making them a core part of your brand identity, either for fear of being accused of greenwashing or because you are failing to hit your internal sustainability goals. This can lead to both reputational and commercial damage.