Greenwashing vs Greenhushing: Navigating Credibility, Relevance and Effective Messaging

12:25 – 13:15

The business of deciding what to communicate is a complex one. As eco-consciousness becomes mainstream, so have marketing strategies designed to show how brands are walking the talk and doing good for the planet. And while brands that exaggerate environmentally friendly credentials have been called out for greenwashing, more recently a more subtle phenomenon – greenhushing – has emerged.

This session will discuss the tightrope on which brands are seeking a balance in their sustainability communications, in face of increasing scrutiny by the public, NGOs, media and authorities.


  • In addition to being the right thing to do, brands that are transparent about their environmental claims and base their marketing on facts and credentials stand to gain a competitive edge in a world racing towards more credible inventory and impact standards for climate progress.
  • As consumers opt for greener alternatives, the increasing pressure to “go green” sometimes result in businesses prioritising superficially appealing demands to satisfy conscious consumerism. What repercussions – reputational, legal, financial and otherwise – can such practices cause?
  • More recently, some businesses are opting to turn down the volume on their sustainability strategies, reasons of which include a fear of negative attention, amongst others. What impact does this have for meaningful action?

Post-Event Actions

  • Rethink how brands should build messages on facts and proof, stay transparent and authentic, and make sustainability a core brand value and business-wide initiative.
  • Gain insights on steps that PR, marketing, advertisement and other communication professionals are taking to upskill and boosting ties to sustainability experts as communications become increasingly complex.