Environmental advocates have long fought against “greenwashing,” where polluting companies falsely present themselves as environmentally friendly. While stricter regulations are being implemented to tackle this issue, they are inadvertently leading to a new problem: “greenhushing.” This phenomenon, documented in a recent report by South Pole, reveals that many companies are now concealing their climate goals to comply with regulations and avoid public scrutiny.
The report indicates that about 70 percent of sustainability-focused companies worldwide are deliberately hiding their climate goals. This trend, known as “greenhushing,” is hindering genuine progress on climate change and decreasing pressure on major emitters that are already falling behind. Even the greenest companies, including those in environmental services, fashion, consumer goods, tech, and oil industries, are engaging in “greenhushing.” This silence has significant consequences, such as reducing the sense of competition and hindering the sharing of decarbonization strategies.
The reluctance to communicate about climate targets is largely attributed to changing regulations, heightened scrutiny, and insufficient industry guidance. However, this hesitance is impeding much-needed collaboration and knowledge-sharing among companies striving to reduce carbon emissions.
The report also reveals that this trend is not uniform across countries. Companies in the United States are less likely to engage in “greenhushing” due to relatively less regulation around environmental claims, whereas European companies, particularly in countries like France, are more inclined to stay silent on their climate goals.
Ultimately, the report emphasizes the need for transparency and open dialogue among companies regarding their climate action. By sharing experiences and strategies, companies can collectively work towards more ambitious environmental targets and drive meaningful progress on climate change.
