In contrast to greenwashing, greenhushing refers to the deliberate withholding of sustainability communication, even though sustainability measures are being implemented. This is often done out of fear of negative reactions and accusations of greenwashing. Although greenwashing protects against any critical observations, companies fail to contribute to an open dialog about climate protection measures. Ultimately, this can lead to other stakeholders not being able to benefit from their knowledge of climate protection measures, which slows down further sustainability efforts. It also prevents companies from inspiring others to take action.
Source: Myclimate, 2025, https://www.myclimate.org/de-at/informieren/faq/faq-detail/greenwashing-greenwishing-greenhushing-bluewashing/