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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.