Green Hushing: Why Are Companies Staying Silent on Sustainability?

In a world where sustainability is of increasing importance, businesses are expected to be transparent about their environmental efforts. However, some companies choose to stay silent on their sustainable practices, a phenomenon known as “green hushing.” Why are companies opting for silence, and what impact does green hushing have on environmental progress? This blog post delves into the reasons behind green hushing and its prevalence, as well as the strategies companies and consumers can adopt to promote transparency and sustainability.

Understanding Green Hushing: Definition and Reasons

What does green hushing mean? Green hushing refers to the situation where companies or organizations avoid or downplay their environmental initiatives or achievements.

The deliberate downplaying of your sustainability practices for fear that it will make your company look less competent, or have a negative consequence for you.

Xavier Font, professor at the University of Surrey

This is in contrast to greenwashing, where businesses falsely portray their environmental commitments to gain a competitive edge. Companies may practice green hushing due to:

• Fear of backlash or accusations of greenwashing
• Legal challenges and regulations
• Uncertainty in effectively communicating their sustainability achievements.

While a portion of businesses adopt green hushing as a method to steer clear of scrutiny, fear drives others into the same practice. Accusations of greenwashing can lead to negative public opinion, boycotts, and potential legal action. To sidestep these repercussions, firms might opt to remain silent on their sustainability goals and programs, irrespective of their authenticity and significant impact.

Fear of backlash and accusations

The Volkswagen scandal of 2015, also known as Dieselgate or Emissionsgate is a prime example of greenwashing that led to severe consequences. It was revealed that Volkswagen had intentionally programmed their diesel engines’ software to manipulate emissions tests. These engines appeared to meet environmental standards during laboratory testing but emitted higher levels of pollutants during regular driving conditions. It led to significant legal repercussions, massive fines, and a tarnished reputation for the company. Such cases can cause companies to be overly cautious in their sustainability marketing, opting for green hushing to avoid similar backlash and accusations.

Especially smaller firms might resort to green hushing to evade critical examination and adverse public opinion. For these businesses, the resources needed to effectively communicate their environmental initiatives and the potential consequences of being accused of greenwashing may outweigh the benefits of transparency. In this case, fear of backlash can hinder the communication of genuine sustainability actions.

Legal challenges and regulations

Legal challenges and regulations can further complicate a company’s decision to disclose their sustainability progress. For example, the science-based targets initiative requires accurate and verifiable sustainability data, which can be a complex and time-consuming process. Additionally, political atmosphere in certain regions can inhibit companies from disclosing their science based climate targets, making it difficult to achieve their sustainability targets.

Uncertainty in communication strategies

The indecisiveness in communication strategies could also fuel green hushing practices. Companies may struggle to effectively communicate their sustainability achievements due to:

• Insufficient tangible achievements
• Opacity
• Internal impediments
• The intricate nature of sustainability topics

This uncertainty can result in companies engaging in green hushing to avoid potential backlash or criticism. Xavier Font in his research mentions a dilemma faced by numerous companies regarding the timing of announcing their accomplishments. For instance, a hotel he collaborated with on securing sustainable seafood wasn’t certain whether to publicize it during the launch, upon implementation in half of its locations, or when all hotels adopted it. “If 50% of my supply chain is doing something,” he was asked, “is that a message that is credible for me to communicate to the world?”

When is the right moment for the results achieved by companies in connection with sustainable development to really make an impression and translate into a positive image of the company? Is 50 percent JUST 50 percent or AS MUCH AS 50 percent?

The Prevalence of Green Hushing in Today’s Business Landscape

The practice of green hushing is prevalent in numerous sectors. According to a report by consultancy firm South Pole one-quarter of companies with science-based net-zero targets opt not to publicize them.

The widespread nature of this practice suggests that green hushing presents a significant hurdle in the contemporary business world. Maintaining silence on sustainability endeavors could inhibit progressive change and collaboration within the industry, consequently stalling environmental advancement.

Industries most affected by green hushing

Industries such as fashion, automotive, and consumer goods are often affected by green hushing. The United Nations has reported that the textile industry is responsible for 10% of global greenhouse gas emissions. As a result, the fashion industry is particularly susceptible to greenwashing allegations and may choose to engage in green hushing to avoid scrutiny.

The consumer goods industry also engages in green hushing by minimizing their environmental credentials and making misleading claims about their environmental friendliness. This tactic is employed to evade examination and mislead customers. By staying silent on their sustainability efforts, companies in these industries may hinder environmental progress and collaboration.

Examples of well-known companies practicing green hushing

Examples of well-known companies practicing green hushing include for example HSBC. As an average consumer, you may not be aware or notice how the company uses green hushing.

For instance, HSBC has been accused of not revealing the environmental impact of its investments, indicating potential green hushing practices. The asset management firm downgraded a number of Article 9 funds – exclusively invested in sustainable assets – to an Article 8 category: funds that promote environmental or social factors but do not need to target a sustainable outcome. HSBC stated that the action was in response to more stringent EU regulations and clarified that it wouldn’t alter the funds’ goals or policies. However, according to Planet Tracker,  non-profit financial think tank that identifies the companies causing the worst environmental damage, this move might have been made to sidestep examination from investors.

The Impact of Green Hushing on Environmental Progress

Green hushing can impose adverse implications on the progress of environmental efforts. By staying silent on sustainability efforts, companies may prevent positive change and industry collaboration, ultimately hindering environmental progress. Green hushing can also erode consumer trust in a company’s environmental commitments, leading to skepticism and doubt regarding the validity of sustainability claims.

In order to foster a more sustainable future, it is crucial for companies to be transparent about their environmental efforts and engage in open dialogue with stakeholders. This can promote collaboration, innovation, and trust, ultimately driving progress towards a more sustainable world. Does your company boast about projects related to supporting sustainable development, no matter how small they are?

Eroding consumer trust and credibility

Green hushing can also damage a company’s credibility and consumer trust in their green claims and environmental commitments. By failing to be transparent about their sustainability efforts, companies may inadvertently create skepticism and doubt among consumers and stakeholders.

To rebuild consumer trust and credibility, companies must embrace transparency and openly communicate their sustainability actions and progress.

Strategies for Companies to Overcome Green Hushing

Firms can counteract green hushing by adopting transparency, establishing feasible objectives, and fostering collaboration with stakeholders. By adopting these strategies, companies can effectively communicate their sustainability efforts and build trust with consumers, ultimately driving progress towards a more sustainable world.

Embracing transparency and open communication

Transparent communication regarding sustainability endeavors can aid firms in steering clear of green hushing while fostering stakeholder trust. By being transparent about their environmental initiatives, companies can demonstrate their commitment to sustainability and foster a culture of openness and accountability.

Examples of publicly traded companies that have successfully implemented transparency in their green initiatives include IKEA and Wistia. By learning from these companies and embracing transparency and open communication, businesses can overcome green hushing and promote a more sustainable future.

Setting realistic and achievable goals

Establishing attainable objectives can eliminate the necessity for firms to conceal their progress, consequently mitigating the risk of green hushing. By establishing realistic objectives, companies can ensure that their sustainability actions are meaningful and attainable, ultimately driving progress towards a more sustainable future.

We know that fast fashion companies will not become eco-friendly overnight and sew every item from the best quality materials. The point here is to place requirements on companies that progress be real and measurable, but above all, that it occurs; so that the average consumer is aware that when choosing a given brand, he or she is investing in a company that makes some real changes towards sustainability.

Collaborating with industry peers and stakeholders

Cooperating with industry colleagues and stakeholders can enhance transparency and collective efforts, thereby propelling progress towards a sustainable future. By working together, organizations can expand their understanding of sustainability issues, generate novel solutions, and hold each other accountable for their environmental impact.

Successful examples of industry collaboration to overcome green hushing include:

• Network Rail’s partnership with coffee recycling to reduce waste
• ArcelorMittal’s partnership for biofuel to promote sustainable steel production

These collaborations illustrate the potential of industry peers and stakeholders coming together to address sustainability challenges and promote a more sustainable world through sustainability initiatives.

How Consumers Can Identify and Support Transparent Companies

Consumers hold a pivotal position in advancing transparency and sustainability. They can contribute to the journey towards a sustainable future by:

• Identifying and endorsing transparent firms
• Evaluating company claims and certifications
• Supporting local and independent businesses with verified eco-credentials

These actions can empower consumers to make informed choices and support businesses committed to sustainability.

Adopting these measures enables consumers to hold firms responsible for their sustainability endeavors and foster a transparent and sustainable business environment.

Evaluating company claims and certifications

Scrutinizing company claims and certifications can help consumers avoid falling for greenwashing or green hushing. By examining factors such as:

• Verifying third-party certifications
• Examining the company’s track record
• Confirming the claims
• Assessing consistency

Consumers can ensure they are supporting genuine sustainability practices efforts.

The most reliable eco-certifications for companies include:

• OEKO-TEX certifications
• LEED certification
• B Corp Certification
• EWG Verified™
• Fairtrade International
• Climate Neutral certification

By evaluating these certifications and considering environmental claims, consumers can make informed choices and support businesses with verified environmental credentials.

Supporting local and independent businesses with verified eco-credentials

Supporting local and independent businesses with trusted eco-labels can promote transparency and sustainability. Local businesses often have shorter supply chains and smaller operations, allowing them to be more transparent about their processes and practices.

Notable businesses with verified eco-credentials include:

• Patagonia
• Pip & Nut
• Aesop
• Seventh Generation

By supporting these businesses, consumers can help cultivate a culture of transparency in the business world and foster a more sustainable future.

Do your favorite companies also use green hushing? Maybe it’s worth checking what their sustainable development policy looks like. Check out their thread on gowork.uk!