by Megen DiSanto | October 22, 2025
In the today’s environment of scrutiny over corporate sustainability claims, many organizations feel immense pressure to craft every message with perfect precision. As a result, they choose silence over communication, a phenomenon known as greenhushing. This cautious approach, detailed in resources like this greenhushing primer and ESG Decoded podcast episode, reflects growing concerns over public backlash and regulatory challenges. However, staying silent can erode stakeholder trust and diminish the impact of genuine sustainability efforts. To navigate this landscape effectively, organizations should adopt transparent communication strategies that balance honesty with confidence, clearly articulate measurable progress, and engage audiences with relatable stories. This approach not only builds credibility but also helps maintain momentum and support for sustainability initiatives in a complex, evolving climate.
A September 2025 Harvard Business Review article found that among 75 firms worldwide, only 13% had scaled back their sustainability initiatives, while 85% maintained or accelerated their efforts—often quietly, behind the scenes. [1] This suggests that while corporate commitment to sustainability remains strong, open discussion about these initiatives is declining. As the concept of greenhushing accelerates, particularly amid public scrutiny, here is how your organization can communicate its sustainability progress with confidence and credibility.
1. Perfection isn’t standard; transparency is
No company has a flawless sustainability record, and regulators understand that. The safest way to communicate isn’t to stay quiet, but to share progress honestly, with context and caveats where needed. Tip: Use specific time-bound phrases that can be substantiated e.g., “as of 2024,” “in progress,” or “based on verified data by [third party].”
2. Collaboration is key
If your company is making measurable strides, such as reducing emissions, improving supply chain transparency, or innovating on materials, communicating that work reinforces accountability and leadership. Tip: Alignment and collaboration within your organization across Communications & Marketing, Sustainability, and legal are crucial; create a task force to vet claims, and discuss storytelling approaches.
3. Staying silent doesn’t remove scrutiny
Regulators, investors, your employees, and customers/prospective customers increasingly expect climate transparency. Failing to communicate can appear evasive or inconsistent, especially as mandatory disclosures roll out. Tip: Get to know the regulations and guidelines, for example, the Green Claims Directive (GCD) and FTC’s Green Guides. Both push companies to avoid vague terms and showcase substantiation. For example, instead of “eco-friendly,” specify how, for example, “product contains 30% recycled materials verified by [third party].”
4. No progress? Tell that story too.
Yes, sustainability regulations are becoming stricter — but that’s no reason to go silent. Transparency matters just as much when progress stalls as when goals are met. Being open about challenges or delays shows accountability and builds trust while signaling that your company is serious about long-term improvement. Tip: Be clear about what’s slowing progress and what steps you’re taking to get back on track.
| Takeaway | How | Example |
| Be Accurate | Substantiate every claim with internal data or third-party validation. | “Reduced scope 1 and 2 emissions by 12% vs. 2021, verified by XYZ.” |
| Be Clear | Avoid buzzwords—say exactly what’s improved. | “Packaging is now 80% recyclable by weight.” |
| Be Transparent | If your data is evolving, say so. | “We’re working to verify our scope 3 inventory and will share results next year.” |
| Be Balanced | Acknowledge progress and next steps. | “We’ve reduced emissions intensity but are now focused on supplier engagement.” |
About the Author
Megen DiSanto serves as Director of Commercial, where she leads the strategy and implementation of strategic communications around ClimeCo’s brand presence and sales enablement. Megen has 15+ years of experience in strategic communications and marketing initiatives for various companies, from startups to Fortune 500 & Fortune 400 companies such as PopCulture.com, Hyatt, and McDonald’s.
