Close Menu
  • News
  • Home
  • In Profile
  • Finance
  • Legal
  • Technology
  • Events
  • Features
  • Wellbeing & Mental Health
  • Marketing
  • HR & Recruitment
  • About
  • Advertise
  • Events Calendar
  • Business Wall
  • Subscribe
  • Contact
  • 0843 289 4634
X (Twitter) LinkedIn YouTube
Trending
  • Back to Work: Keeping your employees happy after their holiday high 
  • Are you flying blind on your most important business decisions?
  • Return fraud: what it is and how online retailers can protect themselves
  • UK Small Businesses Reveal Top 10 Strategies Driving Sustainable Growth
  • OneMetric forms strategic partnership with RevOps expert to drive UK growth
  • FX Brokers Pocketing Nearly £1,000 Per Transaction From SMEs, New Data Shows
  • The Seven Phases of Festive Shopping and How to Target within Each Effectively
  • Traditional banks are letting SMEs down – It’s time for alternative finance to step up
X (Twitter) LinkedIn YouTube
SME Today
  • About
  • Advertise
  • Events Calendar
  • Business Wall
  • Subscribe
  • Contact
  • 0843 289 4634
  • News
  • Home
  • In Profile
  • Finance
  • Legal
  • Technology
  • Events
  • Features
  • Wellbeing
  • Marketing
  • HR & Recruitment
SME Today
  • About
  • Advertise
  • Events Calendar
  • Business Wall
  • Subscribe
  • Contact
  • 0843 289 4634
  • Twitter
  • LinkedIn
  • YouTube
  • RSS
You are at:Home»Environment»Companies missing opportunities by ‘greenhushing’
ESG Environmental, social and corporate governance

Companies missing opportunities by ‘greenhushing’

0
Posted By sme-admin on September 18, 2023 Environment

Recent research shows that almost 25% of medium and large businesses in the UK have been guilty of ‘greenhushing’ in the past year, which refers to companies deliberately playing down their sustainability credentials for fear of public backlash. Instead of dumbing down these efforts, organisations must be fully transparent about their activities, as this provides opportunities to inspire further change in their industries. This is according to Kyocera Document Solutions UK.

The reasons for greenhushing vary, with some businesses fearing that openly celebrating their sustainability initiatives will lead to accusations of greenwashing or hypocrisy. For others, it might be due to an eagerness to appear sustainable in a way that invites less scrutiny. Others may simply not want to draw attention to their sustainability efforts due to the potential for criticism and/or backlash. For some, greenhushing is a way to protect their brand from being tarnished in the public eye.

Steve Pearce, Group Head of Marketing at Kyocera Document Solutions UK commented: “Regardless of the motivation for it, greenhushing threatens to be a major barrier to the advancement of sustainable business. 

“A fear of backlash or criticism is understandable, but to move their industries forward, organisations must be willing to put their heads above the parapet. After all, if you’ve made genuine efforts to become more sustainable and have concrete evidence to demonstrate your initiatives and their results, you have every reason to celebrate your achievements, while remaining open about where you need to improve further. 

“By prioritising transparency, a company can become a role model for others to follow and inspire further sustainability initiatives across their industry.”

Pearce suggests three key areas of focus to prevent greenhushing.

1      Be honest across the board

“Maintaining regular and consistent communication with all stakeholders is crucial, including customers, partners and your own staff. This means being willing to share your sustainability triumphs, but also letting everyone know about the obstacles you’re facing and what you’re doing to overcome them. This is key to establishing trust and bolstering relationships with everyone involved with the company. Failing to do so may give the impression that you’re hiding something or are well behind in your environmental efforts.”

2      Be transparent through concrete evidence

“Sharing information about your business’ sustainability policies, achievements and targets is crucial in building trust with your customers and stakeholders. To demonstrate your commitment, publishing an annual sustainability report that outlines your progress in this area is essential. Be clear, concise and upfront about everything in this report, and you’ll be better placed to celebrate your achievements in the long run.” 

3      Practise what you preach internally as well as externally

“One reason for greenhushing is when companies can’t confidently back up the bold statements they make externally to what they’re actually doing behind the scenes. Sustainability initiatives should permeate the entire organisation and all employees need to feel involved and included in the process. Any customer-focused green schemes should be backed up by employee-focused initiatives too, such as cycle-to-work schemes and the provision of environmentally friendly office spaces.

“This enables you to speak publicly about your achievements without fearing criticism or claims of insincerity. Practising what you preach will go a long way in demonstrating your commitment to sustainability.”

Share. Facebook Twitter Pinterest LinkedIn Tumblr Email

Related Posts

Retail and e-commerce packaging must change

Turning the Caribbean’s seaweed crisis into a climate-saving industry

The EU’s sustainability movement & mitigating greenwashing accusations

Comments are closed.

Follow SME Today on Linkedin and share all the topics you find interesting

The Newsletter

Join our mailing list for the best SME stories, handpicked and delivered direct to your inbox every two weeks!

Sign Up
Personal Pension offer
Events Calendar
    • Marketing
    August 29, 2025

    OneMetric forms strategic partnership with RevOps expert to drive UK growth

    August 28, 2025

    The Seven Phases of Festive Shopping and How to Target within Each Effectively

    • Finance
    September 1, 2025

    Are you flying blind on your most important business decisions?

    August 29, 2025

    Return fraud: what it is and how online retailers can protect themselves

    • People
    August 14, 2025

    A Life Worth Saving – A Tribute to Dame Stephanie Shirley CH, 1933–2025

    August 12, 2025

    Finance Director Returns As Judge For National Business Awards

    • Health & Safety
    July 1, 2025

    Temperatures Soaring: Is Your Workplace Becoming Unsafe?

    January 29, 2025

    UK takeaways guilty of shocking hygiene failures:

    • Events
    July 22, 2025

    South West Expo Delivers Outstanding Event at Swindon’s STEAM Museum

    July 4, 2025

    £20k grant for female-founded SME up for grabs

    • Community
    July 11, 2025

    Building community, one cause at a time

    June 23, 2025

    Celebrating One Year In Fairford Supporting The Community

    • Food & Drink
    August 22, 2025

    How to get stocked by major retailers as an SME

    July 18, 2025

    Warning to Small Businesses Over New Food Waste Regulations

    • Books
    August 7, 2025

    Learning to Leave a Legacy in Business

    April 24, 2025

    Values-Driven Professionalism: A Path to Client Loyalty

    About

    SME Today is published by the same team who deliver The Great British Expos’. We have been organising various corporate events for the last 10 years, with a strong track record of producing well managed and attended business events across the UK.

    Join Our Mailing List

    Receive the latest news and updates from SMEToday.
    Read our Latest Newsletter:


    Sign Up
    X (Twitter) YouTube LinkedIn
    Categories
    • Books
    • Community & Charity
    • Education and Training
    • Environment
    • Events
    • Features
    • Finance
    • Food and Drink
    • Health & Safety
    • HR & Recruitment
    • In Profile
    • Legal
    • Marketing
    • News
    • People
    • Property & Development
    • Sponsored Content
    • Technology
    • Transport & Tourism
    • Wellbeing & Mental Health
    • ABOUT SME TODAY: THE GO TO RESOURCE FOR UK BUSINESSES
    • Editorial Submission Guidelines
    • Privacy
    • Contact
    Copyright © 2025 SME Today.
    • ABOUT SME TODAY: THE GO TO RESOURCE FOR UK BUSINESSES
    • Editorial Submission Guidelines
    • Privacy
    • Contact

    Type above and press Enter to search. Press Esc to cancel.