Understanding Greenwashing, Greenhushing & How to Communicate Sustainability with Credibility

ED4S
Jun 10
2 min read

In latest podcast episode with Helen Neal (CEO of HN Communications), we dive into one of the most pressing challenges facing businesses today: how to communicate sustainability efforts with integrity and impact—without falling into the traps of greenwashing or greenhushing.

🔍 Greenwashing vs. Greenhushing: What’s the Difference?

Greenwashing is when companies make vague, unsubstantiated, or overly positive claims about their sustainability efforts without credible evidence or third-party verification. It’s often about saying something without showing the proof. Greenhushing, on the other hand, is the silent twin—where companies avoid talking about sustainability altogether, often out of fear of scrutiny, regulation, or reputational damage. Both are problematic: greenwashing misleads, while greenhushing withholds critical information from consumers and investors.

📈 The Maturing Sustainability Landscape

Five years ago, companies were eager to set big sustainability targets—net zero by 2050, for example. Today, the reality of meeting those targets is hitting hard. Businesses are realizing that decarbonization is complex and messy, and that being transparent about the journey (including the unknowns) is key to credibility. Increasing regulatory pressure in regions like Canada, Europe, and the UK is driving change, but it also risks pushing companies into greenhushing if the expectations are unclear or overly punitive.

💡 Key Insight: Sustainability Must Make Business Sense

Sustainability isn't a marketing add-on or CSR checklist—it should be embedded in business strategy. Done well, it reduces risk, strengthens the brand, secures future supply chains, and can even drive growth. But this requires a shift in mindset: it’s no longer just about doing the "right thing," it's about doing the smart thing for long-term resilience.

🎯 Where Does Sustainability Belong in the Organization?

Right now, most sustainability teams sit within corporate affairs or communications. But the ideal future? It’s fully embedded across every function—from legal to finance to operations. Every department has a role to play, and KPIs to meet. Sustainability should be everyone's responsibility, not just the CSO’s.

🗣️ Communicating Sustainability the Right Way

Here’s the bottom line for marketing and comms professionals: sustainability can't be sold like a product. Traditional marketing focuses on showing only the best side—sustainability communication must embrace nuance. It’s about transparency, honesty, and progress, not perfection. Don’t oversell—educate, engage, and always back your claims with data and third-party validation. You’re not selling a brand; you’re building trust.