This term refers to companies and organisations that prefer not to disclose their ESG strategies for fear of them being misinterpreted by the public. Greenhushing was popularized by South Pole’s 2022 report. It found that one in four companies that had set science-based climate targets were not making them public. This silence goes hand in hand with undiminished ambition: companies keep setting net-zero targets and increasing their budgets. The action continues; it’s the communication that fades. South Pole’s 2024 report then showed that the practice now affects nearly every major sector, from fashion and tech to fast-moving consumer goods.
Why companies go quiet
- Legal and reputational risk. Greater scrutiny from the media, NGOs, the public and regulators makes companies more cautious than ever.
- Regulatory uncertainty. Among the companies concerned, more than half cite changing rules, and some cite a lack of data or clear guidance on how to communicate.
- Fear of over-promising. Companies are hesitant to commit publicly to more than they can deliver.
Why this angle is relevant for your readers
France stands out in the study as a special case: its companies are among the least likely to publish their targets, as they worry about complying with the anti-greenwashing law and being sued. Conversely, Singapore-based companies are the most open about their reduction targets. This France/Singapore contrast fits Berexia’s footprint well.
The cost of silence
Staying quiet has real effects: targets become harder to scrutinize, and the sharing of decarbonization best practices shrinks, which can lead to less ambitious or missed targets. For the company itself, it also means lost value with investors, customers and talent.
