Greenhushing refers to the growing practice of companies keeping their climate commitments under wraps. Unlike greenwashing, where claims are exaggerated or misleading, greenhushing involves real actions and plans that are not publicly communicated. Many firms with legitimate net-zero targets or sustainability initiatives choose to stay silent rather than promote their efforts, keeping their progress hidden from consumers, investors, and regulators.
The reasons for this silence are varied. Some businesses fear legal or regulatory scrutiny if targets are missed, while others worry about reputational backlash from skeptical consumers or critics of ESG policies. Smaller firms, in particular, may lack the resources to accurately measure and report emissions, making discretion safer than disclosure. Yet this quiet approach has consequences: surveys show that about 25% of companies with state-aligned emissions-reduction targets do not publicize them, slowing collective accountability and weakening incentives for broader corporate climate action. Experts stress that for global climate goals to advance, transparency and public dialogue around corporate climate efforts are essential. More