Green Hushing: What Does It Mean?

The fear of being accused of greenwashing strikes fear into many businesses. Companies are trying to do their best for the environment but risk two extremes:

Over promising ESG goals and being accused of greenwashing
Saying nothing at all and being accused of not doing enough

For many, the solution has been green hushing. But what does it mean, and why can it be just as damaging as greenwashing?

What Is Green Hushing?

Green hushing is when companies choose not to make their sustainability goals public. Instead, they keep targets private and avoid scrutiny.

Why? Because the risks of being accused of greenwashing feel high. Legal disputes, reputational damage, and public backlash have pushed more companies to disclose fewer details about their ESG goals.

Research backs this up. In South Pole’s 2022 Net Zero report, 25% of 1,200 large private companies surveyed said they had set science based emission reduction targets but did not plan to publicise them.

In short, companies are afraid of over promising and under delivering, so they say nothing at all.

Greenwashing vs Green Hushing

Greenwashing = saying rather than doing. Making public claims that exaggerate environmental commitment.
Green hushing = doing rather than saying. Deliberately keeping ESG goals private to avoid being challenged.

One is insincere. The other is invisible. Both undermine progress.

Why Do Companies Engage in Green Hushing?

At first glance, green hushing seems like a win.

If you never make goals public, you cannot be held accountable if you miss them
You also avoid accusations of greenwashing

For companies worried about protecting their reputation, this feels safe. But the truth is, it is a short term fix that creates bigger problems.

Why Green Hushing Is a Bad Idea

Transparency is essential for building trust. Without it:

Consumers doubt your credibility
Investors lack confidence in your ESG strategy
Regulators may question your commitment

Without clear goals, there is also no incentive to improve, innovate, or lead. By staying quiet, businesses risk falling behind competitors who are more transparent and proactive.

How Companies Can Avoid Green Hushing

Green hushing often comes from a skills and knowledge gap. Many businesses want to set Net Zero targets but do not know how to create a credible plan or communicate it clearly.

The answer is not silence. It is support.

At Futureproof, we give businesses the tools they need to:

Set measurable sustainability goals
Track progress towards Net Zero
Communicate ESG targets with confidence
Build transparency into every step of the reporting process

👉 Ready to avoid green hushing and build a transparent ESG strategy? Get in touch and see how Futureproof makes sustainability easier.

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