Why Greenhushing could be your biggest corporate communications mistake yet

This is a rising trend of businesses opting to keep their sustainability efforts on the down-low, hoping that silence will save them from public and/or regulatory scrutiny. Spoiler alert: it won’t.

Yet recent research from data insights firm Connected Impact has found that almost six in ten (58%) of the 100 largest public and private companies in the US are responding to greenwashing concerns by keeping quiet on genuine ESG progress.

And in the asset management space, 44 ESG-focused funds in the EU chose to remove the ‘sustainable’ label from their brand names during the first half of 2023, according to data from consultancy firm Broadridge. This is a concerning trend, given that 44% of investors claim to be prioritising ESG over returns.

Transparency is the clear path ahead 

Given the nuances around ESG communications, how do you strike the right balance between greenwashing and greenhushing? What should your communications strategy feature – and what should it avoid?

Above all else, at Rationale, we believe transparency is key. Being upfront about where you are on your ESG journey, what you’re doing right, and where you need to do better.

Start with setting realistic, actionable ESG goals. Instead of making big promises that you might not be able to keep, focus on what’s achievable. Then communicate that clearly, without jargon, by connecting your efforts to real-world outcomes. People want to know how your sustainability initiatives are making a difference, not just in the abstract sense but in their personal and professional lives.

One of the most effective ways to do this is through ESG storytelling. Authentic, relatable stories about your sustainability efforts can resonate far more than any corporate report.

But it’s not about spinning a tale, it’s about sharing the journey. This kind of communication builds credibility and helps forge a deeper connection with your audience. In turn, this will help to build trust – and win over hearts, minds, and wallets!

How to communicate fearlessly

At Rationale, we believe the best alternative to greenhushing is smart, strategic, and fearless communication around your ESG initiatives. That’s why we designed the RAFT strategy, to help you stay afloat in the turbulent waters of sustainability storytelling. We help you create impact through:

1. Risk-informed goal-setting

Mapping where you are on firm ground, and where you might be exposed, enabling you to play to your strengths while taking into account regulatory, fiscal, shareholder, and public perceptions.

2. Audience expectations 

A crystal-clear understanding of exactly what each key audience needs to hear and what you want them to take away or act on.

3. Fearless communication

Crafting clear, confident messages that are honest, ethical, and defensible. Every statement should be transparent, verifiable, and backed by meaningful action.

4. Track and evolve 

Continually monitoring and adapting the strategy, staying ahead of shifting expectations from stakeholders and audiences alike.

The bottom line

Green hushing might seem like the easy way out, but it’s a short-sighted strategy that could cost you financially, strategically, and reputationally, in the long run. The companies that succeed in the ESG space will not be the ones that stay silent – they will be the ones that communicate openly, set realistic goals, and engage their stakeholders with authenticity.

It’s time to stop being scared and start talking. Because in the world of ESG, silence isn’t golden (or green!) – it’s a missed opportunity.

Find out more about our RAFT strategy in this sister blog or get in touch for a free discovery session and we’ll happily talk you through ways of applying it in your organisation.

Keep your eyes peeled for our next blogs in this series, where we will examine the role of AI in ESG communications, and how to handle the rolling back of DEI programmes with sensitivity and clarity.