greenhushing
GREEN-hush-ing
/ˈɡriːn.hʌʃ.ɪŋ/
The practice of a company under-reporting or hiding its environmental goals and achievements to avoid public scrutiny or accusations of greenwashing.
Unlike greenwashing (lying about being good), greenhushing is staying quiet about being good (or trying to be).
The story behind the word. A very modern portmanteau, likely coined in the early 2020s as a response to the intense legal and social pressure surrounding greenwashing. It combines 'green' with the verb 'hush' (to make quiet).
Word relationships
- strategic silence: A broader term for keeping quiet for business reasons.
- transparency: Being open and clear about all environmental data.
Commonly confused with
- greenwash: Greenwashing is talking too much/falsely; greenhushing is talking too little.
Word family
- greenhush (verb): To engage in greenhushing.
Collocations
- rise of greenhushing
- practicing greenhushing
- corporate greenhushing
Example sentences
- "Fearing a backlash from activists, many sustainable brands have turned to greenhushing, keeping their climate targets out of the press." Modern business trends.
- "Greenhushing is becoming a problem for investors who need transparent data to make ethical decisions." ESG reporting.
Memory hook
Companies are 'hushing' their 'green' news. Shhh! Don't tell them we're eco-friendly.
When not to use
Do not use for companies that are simply doing nothing; it must involve a deliberate choice to keep quiet about actual environmental efforts.
Fun facts
- A 2022 report found that 25% of global companies with science-based targets chose not to publicize them.
Explore more words
greenwashing, disclosure, stealth, reticent, sustainable, sheepish
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