Greenwashing, as we all know by now, is a deceptive way for companies to clear their green conscience. But if you thought they were stopping at greenwashing, you’re in for some disappointment and maybe a little bit of (eco) anxiety. As per reports, various companies across different industries are resorting to a different way of eco-deception called green hushing. So, is green hushing the new greenwashing? Find out.
Green Hushing Vs Greenwashing
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First things first, what’s the difference between green hushing and greenwashing? While green hushing relies on not disclosing sustainability goals, greenwashing entails providing misleading information about the same. Entities often greenwash customers by disclosing selective information about processes or products. For example, providing incomplete details like ‘100 per cent organic cotton’ or ‘consciously made’ may lead a customer to believe it is more sustainable than it actually is.
Find out more about greenwashing: https://www.hercircle.in/engage/fashion/trends/what-is-green-pink-blue-social-washing-and-how-to-spot-it-1006.html
What Is Green Hushing
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Green Hushing refers to what is usually referred to as a ‘radio silence’ approach to disclosing information about sustainability and related practices, goals and steps a company may be taking. Of late, businesses and governments alike have faced critical scrutiny regarding sustainability goals and adhering to them with appropriate steps. While being called out for greenwashing has forced some to take more steps to meet sustainability goals and guidelines, others have found the easier way out by not disclosing information altogether. Simply put, green hushing is when any individual or firm hides details about their sustainability goals in order to avoid being pulled up for not doing enough.
A recent report by climate change consultancy firm, South Pole, revealed that many world leaders are now resorting to green hushing. Amongst a survey sample of 1,200 corporate leaders from 12 different countries, the report revealed how 23 per cent of these organisations have decided to not disclose their sustainability milestones beyond what is mandated by authorities. As per South Pole, “This is a concerning trend, as less public-facing communication makes targets harder to scrutinise and could lead to missed opportunities for sectors to work together to decarbonise.”
How To Spot Green Hushing
Now that you know what green hushing really is, here’s how you can tell whether or not an entity is attempting to green hush.
1. Disclosing the bare minimum information about environmental, social and governance (ESG) or other sustainability goals
2. Under-reporting activities to reach sustainability goals
Other related terms you should know about:
Green Crowding: When entities hide in a group and collectively resort to slower speeds to adopt sustainability policies.
Green Lighting: Oftentimes, companies may shine the spotlight on a part of their processes or practices that are greener, despite the rest being rather unsustainable.
Green Rinsing: When some companies tend to refresh their sustainability targets just before they achieve it.
Green Labelling: Misleading consumers using wrongful or inaccurate information to market a product or service. This one is perhaps the most common of all.
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