Why you should care about greenhushing
Greenhushing is on the rise, but silence no longer flies under the radar. And in today’s market, saying too little about your ESG progress could be the difference between securing a major contract or losing it to a competitor.
A 2025 Edie survey found that half of UK business leaders have reduced ESG communications, even while sustainability work continues behind the scenes.
As The Economist puts it:
But silence sends a message too:
- Lost credibility
- Missed tenders
- Reduced influence in their sector
Here’s the good news: businesses that share their progress clearly and confidently are building trust, winning contracts, and securing their position in competitive markets.
If you’re looking for actionable ways to avoid greenhushing, our full blog explains the risks, and offers key steps for more transparent, credible sustainability reporting. → What is greenhushing? And how can you avoid it?
What greenhushing means for business leaders
You may be losing contracts to competitors who simply communicate their ESG progress more clearly.
Here’s what’s changed:
- Scope 3 disclosure is becoming standard in RFPs
- Procurement teams want verified progress, not just ambition
- Clear ESG communication is now a competitive advantage
And the businesses that are winning?
They’re not the loudest, they’re the clearest.
What you can do instead, without overexposing your brand
Clear, credible sustainability comms are what make businesses stand out, and the leaders doing it well focus on three things:
- Lead with data: Charles Tyrwhitt reported an 18.1% carbon reduction and used the Planet Mark Certified Business Mark across packaging and customer communications, giving customers visible proof of progress and strengthening brand trust at every interaction..
- Use certification as a commercial signal: Sanderson Design Group publicly committed to a 5% annual emissions reduction, double the Planet Mark benchmark, a move that demonstrated ambition, reassured stakeholders, and differentiated them in competitive tenders.
- Empower your teams and suppliers: Fortnum & Mason embedded sustainability through internal training and supplier engagement, ensuring everyone from store teams to supply chain partners could confidently communicate progress, building transparency and trust across their operations.
