Greenhushing vs. Greenwashing: Why Small, Honest Steps Matter More Than Silence

1 May

In this week’s episode of Cut Through The Noise, I was joined by Kyra Fingleton, founder of Glamping Under The Stars, to talk about a growing trend in sustainability communications—greenhushing.

It’s something I see all the time when working with values-led businesses. They’re working hard to embed more sustainable practices, but they don’t talk about it. Why? Because they’re afraid of saying the wrong thing—or not saying it “well enough.”

And that’s where the problem lies.

What is Greenhushing?

Greenhushing happens when a business chooses not to speak publicly about its sustainability efforts for fear of criticism, backlash, or being accused of hypocrisy.

It’s the opposite of greenwashing, where companies exaggerate or fabricate their environmental credentials in order to look good or capitalise on demand for eco-consciousness.

With greenwashing, we get noise without substance.
With greenhushing, we get silence—even when genuine progress is happening behind the scenes.

Why It’s a Problem

Kyra put it beautifully in our conversation:

“If we’re always trying to be perfect, we’ll never do anything.”

And she’s right. The reality is, no business is going to get sustainability perfect. But that’s not the point. The point is that we keep trying, keep improving, and crucially—share the journey.

When businesses stay quiet for fear of being “caught out,” we all miss out. Customers lose opportunities to make informed, values-aligned choices. Other businesses miss chances to learn. And the sustainability movement slows down when transparency is replaced by silence.

Understanding the Language: Green Terms Demystified

One of the barriers to clear sustainability communication is the terminology itself. Here’s a quick guide to help you speak about your values with more clarity:

Greenwashing: When a company presents itself as environmentally responsible without backing it up with real action.
Greenhushing: When a company does take sustainability action but avoids talking about it publicly to avoid scrutiny.
Carbon Neutral: Offsetting all carbon emissions by reducing or removing an equivalent amount elsewhere.
Net Zero: Cutting emissions as close to zero as possible, with only minimal offsetting.
Sustainable: Meeting present needs without compromising the ability of future generations to meet theirs (this is often vague—so be specific in your comms).
Eco-conscious / Environmentally Friendly: Useful umbrella terms, but they still need to be backed up by detail.

If you’re going to use green language in your marketing—make sure you can explain it. Don’t just claim - Clarify.

Why Small, Honest Steps Matter

You don’t need to have all the answers. You just need to show that you're working on the right problems. If you're switching suppliers, rethinking your packaging, or offsetting part of your carbon footprint—say so.

Your customers want to know that you're making progress, not pretending to be perfect.

Kyra shared that when Glamping Under The Stars started using compost toilets and reducing waste on-site, they got questions. Some guests were curious. Others weren’t sure. But over time, transparency turned into trust—and trust builds loyalty.

How to Speak About Your Values Without Fear

Here’s how to start showing up, even if you feel nervous:

Be honest about where you are
You don’t need a sustainability report or a net zero pledge to start the conversation. Share your current efforts. Talk about your goals. Be open about the challenges.
Use plain language
Jargon shuts people down. Clarity invites people in. Speak to your audience like real people.
Focus on impact, not image
Talk about what’s changing, who it’s helping, and why it matters. Let your actions do the heavy lifting.
Invite the conversation
Ask your customers what they care about. Share your learning. It’s not a broadcast—it’s a dialogue.

Final Thought

Greenhushing may feel like the safer option, but silence won’t build trust.

If you care about sustainability—talk about it. Not to prove anything, but to help move the conversation forward. Whether you're replacing single-use plastic or reviewing your supply chain, let your audience in.

Because small steps, spoken with honesty, will always matter more than silence wrapped in fear.

🎧 Listen to the full episode with Kyra Fingleton here: