Greenhushing: La tendencia de las marcas a ocultar sus prácticas sostenibles
The fear of being labeled as “greenwashers” has led many brands to adopt a more cautious approach in their communications. This phenomenon, known as “greenhushing,” reflects brands’ concern about being perceived as engaging in greenwashing—a practice that can undermine their credibility and significantly damage their reputation. Greenwashing has had a significant impact on how consumers perceive brands. When a brand heavily promotes its sustainability efforts but fails to deliver on those promises, it can severely harm its image. Regulations also play an important role in the rise of greenhushing. The European Union has approved a new directive on environmental claims, requiring brands to use eco-terms and labels backed by recognized certification systems. As a result, many companies have chosen silence over the risk of making unverifiable sustainability claims.
Source: stakeholders.com.pePublished on 2024-05-24