Introduction

The Greenshouting Guide, developed through a collaboration between Creatives for Climate and B Lab, addresses the challenges of communicating sustainability in a politically polarised landscape. In an era where corporate rollback and the fear of ‘getting it wrong’ are prevalent, creative teams and brand leaders often struggle to speak out with clarity. However, the report emphasizes that silence creates a vacuum that undermines climate progress and business resilience. This is particularly critical given that 89% of people across 125 countries want their governments to take stronger action on climate change, according to a 2024 survey.

How we got here

The narrative of sustainability has shifted from greenwashing—where companies exaggerate their environmental consciousness—to ‘greenhushing.’ Greenhushing is a trend where organisations stay silent about genuine sustainability efforts due to fear of backlash or reputational damage. While a 2020 European Commission study found that 40% of environmental claims lacked supporting evidence, the current danger lies in the retreat of good actors. Research from the Harvard Business Review indicates that the perceived mass corporate retreat is largely a mirage; while only 8% of companies have materially rolled back commitments, 85% are staying the course or expanding efforts, yet many are hesitant to make this action visible.

Silence carries significant commercial risk. A 2025 study by Revolt found that companies avoiding sustainability communication underperform financially. Conversely, those combining strong environmental performance with authentic communication build trust and outperform peers. Data from the 2025 Edelman Trust Barometer reveals that 53% of consumers believe a brand is hiding something if it is silent about its environmental initiatives. Furthermore, IBM research from 2024 shows that companies embedding sustainability into core operations are 52% more likely to outperform on profitability.

The bigger picture

Greenhushing fuels a ‘sustainability doom loop,’ where a lack of visibility erodes perceived value, leading to reduced budgets and investment, which ultimately weakens real-world impact. To counter this, the legislative landscape is rapidly evolving. New regulations, such as the EU Empowering Consumers for the Green Transition Directive, aim to ban misleading claims and establish criteria for valid sustainability labels. Violations of these rules can lead to serious consequences, including fines of up to 4% of annual turnover. Other jurisdictions, including the UK, Singapore, Australia, and the US, are also implementing or updating green claims codes to ensure transparency and accountability.

The guide to greenshouting

Greenshouting is defined as the practice of communicating sustainability efforts openly, accurately, and courageously, grounding all claims in evidence. This strategy involves three primary steps. Step one requires ensuring a robust sustainability strategy is in place before communicating progress. Step two involves checking claims to ensure they are true, evidenced, and transparent. The guide suggests using legitimate certifications such as B Corp, Fairtrade, or Rainforest Alliance to bolster credibility. Step three introduces the ‘Seven Dials of Greenshouting’ to fine-tune messages: Tone, Simplicity, Abundance, Disruption, Culture, Emotion, and Humility.

Case studies illustrate these dials in practice. For instance, Patagonia uses its impact reports for clear-eyed accountability, embracing the idea that ‘progress beats perfection.’ Tony’s Chocolonely and Who Gives a Crap utilize a bold, human tone to engage audiences on serious topics. Companies like Too Good To Go lead with ‘messages of more’ (abundance), while Back Market uses ‘disruption’ to challenge the status quo of built-in obsolescence. Humility is also vital, as seen with VEJA’S ‘Project Limits,’ which acknowledges the difficulties of sourcing components ethically within current systems.

To remain resilient against criticism, the guide recommends ten actions, including pairing emotion with evidence, pre-testing messages with allies, and responding to criticism with clarity rather than defensiveness. It also provides strategies for handling internal pushback from Chief Sustainability Officers, legal counsel, and CEOs by aligning communication with data-backed value and long-term business opportunities.

Conclusion

The report concludes that collective courage is required to stay visible. When responsible actors fall silent, the narrative is claimed by those invested in business-as-usual. Greenshouting represents a move toward credible, coordinated, and accountable communication. Brands are encouraged to partner with leaders to embed action, agencies are urged to join alliances like the Ethical Agency Alliance, and individuals are called upon to share the guide and let leaders know that sustainability matters to stakeholders.