Understanding Greenwashing and Greenhushing in Brands

As consumers increasingly seek eco-friendly brands, two opposite but equally misleading practices are emerging: greenwashing and greenhushing. Both hinder genuine progress, but for very different reasons.

Greenwashing, is about claiming to be “green” without backing it up. Think vague slogans like “planet-friendly”, “made from recycled materials” or lofty promises of sustainability that lack substance. Some companies mislead with half-truths; others deflect, downplay, or time their claims to avoid checks.

Greenhushing, by contrast, is the quiet one. Some firms do meaningful sustainability work but stay silent out of fear: fear of being called out for not doing enough, or worry that vague claims could backfire. Companies are holding back ESG messaging due to legal or reputational risk.

What can brands do instead?

1. Say less but be specific. Skip buzzwords. If you use numbers—like “40% recycled content”—back them up with evidence.
2. Be honest about progress and gaps. It’s more credible to say, “We’ve reduced waste by 30% and are working on lowering carbon emissions,” than to claim perfection.
3. Use existing frameworks wisely. Align reporting with global standards, communicate thoughtfully, and avoid both overselling and silence.

How to Spot Greenwashing as a Consumer

1. Beware of vague buzzwords. Terms like “eco-friendly,” “natural,” or “sustainable” are meaningless without specifics. Always look for clear, concrete details. In this article you can find some useful information how to read eco-labels correctly.
2. Look beyond images and packaging. Nature-themed visuals or “green” colors can distract from a lack of real substance.
3. Assess the full lifecycle and broader impact. Ask questions. Does the product prioritize longevity? Can it be recycled in your area? Are there hidden trade-offs, like excessive shipping emissions or harmful ingredients?
4. Demand specific claims. Generic statements don’t cut it. Look for numbers—e.g., “50% recycled plastic,” and clarity on what that refers to.
5. Investigate the brand’s track record. Genuine companies share transparent reports, admit limitations, and avoid logically inconsistent claims across their products.
6. Use trusted tools and apps. Explore resources like the Ecolabel Index, Good On You (for fashion), Buycott, Ethical Consumer, and Think Dirty. Apps and directories can help you fact-check certifications and claims.

Sustainability isn’t performance art, it’s a journey. Whether brands are overstating or hiding their progress, both paths lead away from trust.