What is greenhushing?

A new trend among companies facing climate risks, greenhushing literally translates to "green silence." This practice involves an organization under-communicating, or even deliberately concealing, its commitments and actions on sustainable development. A paradox at a time when the ecological transition is asserting itself as a global priority, and when players like Enerfip are betting on the opposite approach: full, unapologetic transparency, on both their successes and their challenges.

Greenhushing, what's that?

The term greenhushing entered the sustainable development vocabulary in the early 2020s, popularized in particular by a South Pole report published in 2022.

Concretely, what is greenhushing? It is a practice of non-communication. Companies that adopt this strategy choose to downplay or obscure their positive environmental actions and policies. Greenhushing therefore means not highlighting ecological initiatives in order to avoid drawing attention to them, often out of fear of criticism or a deliberate unwillingness to promote sustainable development.

How does greenhushing manifest itself? Several approaches exist to avoid showcasing a green strategy. Beyond minimizing the scope of their environmental commitments in official communications, companies may also refrain from making public statements on topics related to climate or biodiversity. Of course, these are just a few examples among many. Failing to publish a CSR (Corporate Social Responsibility) report, or choosing not to communicate on social media and other communication channels about these issues, are also signs of a troubling silence.

Why do companies choose to stay silent?

If you are also wondering why companies prefer to stay quiet rather than highlight their environmental policies, here are some answers.

• Fear of greenwashing: the intensification of regulatory scrutiny and legal proceedings related to misleading environmental claims has sown concern. The result? Rather than risk being accused of greenwashing, some prefer to say nothing at all.
• Stakeholder pressure: an unkept promise, a missed target, or communication deemed insufficient can quickly turn into a scandal. Silence then appears to be a safer option than transparency.
• The backlash phenomenon: in a polarized political and social context, certain environmental issues have become divisive. To avoid negative reactions from investors or consumers resistant to these policies, some choose to set aside environmental and ecological values.
• The complexity of commitments: setting credible and measurable climate targets is technically difficult. Some organizations choose not to expose themselves publicly until they have certainty about their ability to meet those targets.

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The dangers of greenhushing

While caution may seem legitimate, greenhushing is not without consequences, both for the companies themselves and for society as a whole.

For the ecological transition, the silence of many economic players deprives the ecosystem of inspiring examples. Best practices are not shared, innovations remain under the radar, and collective momentum struggles to build.

Go further: Enerfip, committed by nature

How can it be addressed?

Between the fear of saying the wrong thing and the risk of saying nothing at all, the narrow path of committed transparency remains the most virtuous one. Because in the fight against climate change, silence is never neutral.

The answer to greenhushing lies in a culture of responsible transparency. It is not about making impossible promises, but about honestly communicating progress, difficulties, and interim goals. This is the model Enerfip strives to embody. In addition to publishing an annual impact report that concretely accounts for tonnes of CO2 avoided, our projects, and our volunteering initiatives, Enerfip has also established an internal CSR Committee. The goal? To raise awareness among teams about environmental, social, and governance issues throughout the year. At Enerfip, commitment is not just a word; it is a principle embedded in our DNA. Our will to change tomorrow does not stop at external communication: it starts from within.