This piece was first published by the Fast Company Executive Board. You can view the original here.
This Earth Month I’m watching closely to see how companies big and small show up for the planet.
This year feels different. Over the past decade, greenwashing was the defining trend: Brands talked a lot about sustainability while doing very little. Remember when the mostly meaningless “eco-friendly” label was all the rage?
While I’m always keeping an eye on potential greenwashing, a new trend has quietly emerged: greenhushing. Companies with real environmental commitments are staying silent out of fear of skeptical consumers or political backlash—or both.
Both greenwashing and greenhushing are deeply problematic. While certification and transparency are the antidote to greenwashing, being vocal and proud about verified efforts is the antidote to greenhushing.
As Earth Day nears, I’ll be watching for the companies with the courage to act on their values and talk about it openly. Because these voices won’t just build trust with customers; they’ll inspire more businesses to step up, too.
The rise of greenhushing
Greenwashing happens when companies exaggerate or misrepresent their environmental efforts. It erodes trust, confuses consumers, and undermines the companies doing the work authentically. The good news? The window for getting away with greenwashing is closing. Consumers are more informed and skeptical than ever. According to a Simon-Kucher Global Sustainability study, 70% of consumers research sustainability claims before trusting a brand. That scrutiny creates space for authentic leaders to rise above the rest.
Meanwhile, greenhushing has quietly taken hold. Headlines last year suggested corporate sustainability was retreating, that support for ESG and corporate social responsibility were supposedly withering.
The truth is both are now more nuanced and more encouraging. Research from the United Nations Global Compact shows that 97% of CEOs who committed to reducing emissions plan to stay the course, and 88% believe the business case for sustainability is stronger than five years ago. Yet only half are comfortable speaking publicly about their progress.
A Harvard Business Review analysis tells the same story: While a few companies have scaled back, many continue the work or are even doubling down. They’re just not talking about it.
The consequences of greenhushing
Fear often drives this silence—fear of being accused of greenwashing, political backlash, or saying the wrong thing—but sometimes it’s simply practical. Small teams and limited bandwidth can make communicating impact feel daunting.
The instinct to stay quiet is understandable, but it comes with real consequences. Silence creates a vacuum by making it appear as if no one cares. This lets critics control the narrative and hides examples that could inspire other businesses to act.
Companies learn from other companies, especially peers in their industry who demonstrate that it’s possible to operate differently, to invest in environmental solutions, and still succeed.
When those stories disappear, so do many of the signals that motivate change.
Celebrate environmental commitments
As CEO of 1% for the Planet, I’ve seen thousands of companies turn good intentions into real impact. Our members donate 1% of annual sales to vetted environmental solutions, directly supporting on-the-ground results. This Earth Month, they know it isn’t just about celebrating our home planet—it’s about growing the movement that protects it. And their voice is one of the most powerful tools we have to do so.
When a business shares its story—why it gives, who it supports, and what its commitments mean—it:
- Shows other businesses that environmental commitment is both actionable and feasible.
- Normalizes it as part of doing business.
- Inspires other brands that care to take action, such as getting certified.
Simply put, when businesses share their stories, it allows others to see what’s possible and puts positive pressure on them to step up.
This year is about greenshouting
When it comes to communicating your impact, remember transparency matters more than perfection. Consumers and stakeholders increasingly understand that sustainability is a journey. What they want to see is honesty, accountability, and evidence that companies are taking their responsibility to the planet seriously.
This more vocal approach has a name. B Lab and Creatives for Climate recently coined the term “greenshouting” to encourage companies with credible environmental commitments to share their progress openly and proudly.
Here are three ways to start greenshouting.
1. Integrate your impact story into tangible customer touchpoints
Use storefronts, events, packaging, and retail displays to tell your story. The plastic-free laundry detergent brand Tru Earth created an unforgettable booth experience at a recent trade show that featured a mountain of laundry jugs made from found trash, a pledge wall inviting visitors to “ditch the jug,” and clear signage and storytelling highlighting its environmental certifications.
2. Publish an annual impact report
Patagonia, perhaps the best-known example of vocal business values, released its first Work in Progress report last year. By celebrating wins and honestly sharing lessons, Patagonia built brand affinity and positioned itself as a role model to other businesses.
3. Empower marketing and communications teams to tell your impact story
Whether that’s through social posts, newsletter inclusion, or talking points for C-Suite interviews, every story you share positions your brand as a leader and inspires others to act. Build buy-in with your team by regularly tying your company’s environmental actions to its values and bringing them into the work. Equip the team with approved talking points, key facts, and relevant examples so they can confidently and accurately communicate it externally.
The courage to say it out loud
As Yvon Chouinard, founder of Patagonia and 1% for the Planet, wrote in Patagonia’s Work in Progress report, “If enough companies join together and decide our planet takes precedence over profit, we can change the world. We could change capitalism for good. We might even save the planet.”
But to do that, companies have to talk about it.
In 2026, courage may be the most important competitive advantage a business can have. The companies that will stand out are those willing to act on their values and say so out loud.
Because the antidote to greenwashing isn’t silence. It’s transparency and accountability and showing you’re doing the work.
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