Fear of Greenwashing Is Forcing Brands Into Greenhushing

There’s a growing trend of companies keeping sustainability work quiet

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

Make way for a new term in your sustainability lexicon: greenhushing, a practice stemming from brands’ fear of appearing to greenwash.

As people become more aware of, and concerned about, climate change, they’re increasingly holding brands accountable for how their operations are impacting the planet—and whether they’re upholding the claims made in their marketing.

Rather than incorporating sustainability claims or climate commitments into their marketing messages, some brands are refraining from any kind of green communication for fear of being called out.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in