What on Earth does Green-Hushing mean?
It’s the opposite of Green-Washing. A company that does have ambitious and credible sustainability goals, and can show progress towards meeting them, but doesn’t publicise the fact can be said to be Green-Hushing. It may be a deliberate approach; wanting to avoid scrutiny, or face criticism for failing to achieve those goals, or it may be accidental, a company does not appreciate the benefits of what it is or has done in terms of sustainability . Either way, Green-Hushing may be a missed opportunity for businesses.
We know that companies which have credible and ambitious sustainability and climate goals, and show progress towards meeting them, enjoy more market opportunities, an elevated reputation, better customer retention, better ability to recruit and retain talent, and reduced price pressure, so why not publicise?
Communicating sustainability goals and progress certainly does need to be handled carefully. Get it wrong and claims of ‘Green-Washing’ can be damaging. The key principles are:
- Have realistic and achievable goals
- Measure and report Carbon at least annually, and publicise.
- Have a credible strategy, implement it, and publicise progress and key achievements
- Take advice from specialists.
This approach will ensure that you can publicise your good work with confidence, stand-out from your peers, and reap all of the benefits.
Ewan Bent, 29th June, ’23