Greenwashing vs. greenhushing: How to communicate sustainability without damaging the brand?
DOI:
https://doi.org/10.34630/tth.v1i5.6247Keywords:
Greenwashing, Greenhushing, Corporate Reputation, Sustainable Communication, ESG, SustainabilityAbstract
This article will analyze greenwashing and greenhushing. These two practices influence the communication of sustainability by brands and undermine the credibility of companies. While greenwashing refers to the act of exaggerating or falsifying environmental commitments, greenhushing is based on omitting sustainable information for fear of publico r legal criticism. The impacts of these means on consumer perception and corporate reputation will be explored through research, as well as the choice of the best strategies for communicating transparently. The methodology includes a literature review and analysis of real cases, in order to identify guidelines that support credible sustainable communication. The conclusion is that brands must be able to combine transparency in uniformity with prudence, in order to avoid excesses that compromise consumer confidence.
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