We’ve all mastered the art of avoiding greenwashing. But a new, quieter risk is emerging: 'Greenhushing.'
Greenhushing (or ‘greenhiding’) is the act of underreporting ESG progress out of a fear of scrutiny. You are doing the work, but you aren't talking about it because you’re afraid of being "called out" for not being perfect.
While greenhushing feels safe, it’s actually a strategic bottleneck. Silence prevents stakeholders from seeing your impact and, ultimately, erodes the trust your brand has worked so hard to build.
How to lead with "Safe Transparency"
Adopt "Radical Honesty": Perfection is a myth; progress is a strategy. Stakeholders trust a brand more when it says: “Here is what we’ve fixed, and here is exactly what we are still working on.” Authenticity is your best defence.
Trade Buzzwords for Data Evidence: Facts are "greenhush-proof." Instead of using vague adjectives, focus on communicating measurable data and realistic timelines. When you lead with facts, you don't have to worry about exaggeration.
Context over Cherry-Picking: Don't just spotlight a single win. Share the full picture. Explaining the challenges of your broader operational impact actually makes your successes more believable.
In 2026, responsible communication isn’t about being the loudest voice in the room—it’s about being the most reliable.
Expert Tip: If you aren't sure if your data is "ready" to share, start by digitizing the audit trail. Transparency is easy when the data is indisputable.