In this blog, our sustainability partner Planet Mark explores how greenhushing can damage your business in the long run.

 

 

 

Why should you care?

Greenhushing is on the rise.  It might seem counterintuitive for an organisation to keep quiet about climate action, however, for reasons such as avoiding potential scrutiny about methods or revealing company strategy, many organisations are not sharing their progress. A 2025 Edie survey found that half of UK business leaders have reduced ESG communications, even while sustainability work continues behind the scenes.

But in today’s market, saying too little about your Environmental, Social & Governance (ESG) progress could be the difference between securing a major contract or losing it to a competitor, because silence sends a message too.

As The Economist quoted: “Once companies were accused of ‘greenwashing’... Now they seem to be ‘greenhushing’, quietly plugging away.”

The good news is that businesses who share their progress clearly and confidently are building trust, winning contracts, and securing their position in competitive markets.

If you’re looking for ways to avoid greenhushing, Planet Mark’s full blog explains the risks, and offers key steps for transparent, credible sustainability reporting.

 → What is greenhushing? And how can you avoid it?

 

Why this matters for business leaders

You could be missing out on deals because competitors are showcasing their ESG achievements more effectively.

The landscape has shifted:

• Scope 3 reporting is increasingly a requirement in RFPs.
• Procurement teams are looking for measurable, verified outcomes, not just future promises.
• Transparent, credible ESG communication has become a key differentiator.

 

Who’s coming out on top?

It’s not the ones making the most noise, it’s the ones telling their ESG story with clarity and proof.

 
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.

 
Want your message to land without overclaiming?

Explore how Planet Mark certification builds trust in tenders

See how other Planet Mark Members are doing it