In my study of authentic sustainability, the phenomenon of green-hushing emerges as a very subtle threat. What is it about?
The non-communication of actual achievements.
- Greenhushing is about under-communicating, withholding or minimising organizational actual genuine sustainability achievements.
- Firms are removing sustainability-related content from their public platforms, often in reaction to regulatory uncertainties and fears of legal repercussions.
- Under-communication of sustainability achievements can result in missed opportunities for sales, investment, and unlocking brand value, as evidenced by the significant “value gap” observed in major brands (Sustainability Perceptions Index, Brand Finance).
- Both greenwashing and greenhushing distort the truth, as the former exaggerates or fabricates sustainability claims, while the latter conceals real progress. Both are threats to authentic sustainability.
- Remaining silent might also be inauthentic.
For further analysis and sources see: https://bit.ly/4uAHMaH