By now, most of us are familiar with the term “greenwashing,” which was first coined in 1986 but has gained significantly more traction in the past decade. Greenwashing refers to corporations exaggerating or misleading the public about their efforts to be more sustainable or environmentally friendly. It may include unsubstantiated claims involving vague buzzwords like “natural,” “clean,” and “nontoxic,” or expensive marketing campaigns that depict a company as eco-friendly despite its contradictory business practices.
In recent years, however, consumers appear to be becoming more skeptical of baseless “green” claims, and many have turned against companies they believe are engaging in greenwashing. Major corporations have even been sued over these misleading statements. Conversely, on the other end of the political spectrum, some consumers and lawmakers are calling out companies with publicized environmental goals, asserting that these objectives interfere with the free market, harm investors, and unfairly target energy companies.
This is where the relatively new term “greenhushing” comes in. Essentially the opposite of greenwashing, greenhushing is a seemingly counterintuitive approach to taking climate action. But given the potentially damaging consequences of greenwashing, it’s understandable.
To avoid the backlash that now seems inevitable when a company makes a green claim, an increasing number of companies are choosing not to publicize or even publish their climate-friendly initiatives and practices. As companies navigate what appears to be a lose-lose situation, the long-term effects of greenhushing remain to be seen. However, under-reporting sustainability efforts is unlikely to lead to meaningful change or success in solving the globally important issue of climate change.
What does “green” really mean?
- American environmentalist Jay Westerveld coined “greenwashing” in a 1986 essay. He pointed out that the motive behind the notices in hotel rooms encouraging guests to reuse their towels was to save on laundry costs and increase profits, rather than be environmentally friendly.
- In 2020, a European Union report found that half of the environmental claims they examined were “vague, misleading, or unfounded,” and 40% were “unsubstantiated.”
- A 2022 survey commissioned by LendingTree found that 55% of U.S. consumers are willing to spend more on products they perceive as “green,” while nearly 40% would boycott a company they felt was not eco-friendly. These responses were even more pronounced among younger shoppers.
