Between greenwashing and greenhushing: what is the right way to communicate sustainability plans?
Companies have a lot to lose by practising "greenhushing".
Fear of being accused of greenwashing is leading some companies to refrain from talking about their sustainability strategies. What is greenhushing, and is it possible to communicate about sustainability in a safe way while driving commercial value?
Weâre all familiar with the term greenwashing, but since it was coined in the 1980s a flurry of other âshades of greenâ have popped up to qualify companiesâ sustainability marketing.
