Issue Summary
March (Vol. 66, Issue 1)

Why Some Companies Stay Quiet About Their Sustainability Efforts
As public scrutiny of corporate sustainability claims intensifies, some companies are choosing a different strategy: saying less. This study explores the emerging practice of “greenhushing,” in which organizations intentionally limit or avoid communicating their environmental initiatives. Through interviews with corporate leaders and sustainability professionals, the research identifies several drivers behind this behavior, including fears of public criticism, regulatory uncertainty, accusations of greenwashing and the difficulty of communicating complex sustainability progress. The findings show that while greenhushing may help companies avoid backlash, it can also reduce transparency and limit opportunities to build trust with stakeholders. The authors highlight the strategic tension organizations face as they navigate growing expectations for sustainability communication in an environment of heightened skepticism and scrutiny.