Greenwashing vs. Greenhushing: The Challenge of Sustainable Communication

Abstract

This study provides a comparative analysis of two critical phenomena in contemporary sustainability communication: greenwashing and greenhushing. The analysis is based on three central criteria: information accuracy, transparency, and educational value. In a context marked by pressure from multiple stakeholders and the urgency of climate change, organizations face the dilemma of either exaggerating their environmental performance or, conversely, remaining silent about their genuine efforts. The study demonstrates that both practices represent serious failures in management and reputation. While greenwashing generates cynicism and distrust through misinformation, greenhushing creates a “silence” that prevents consumers from making informed decisions. Both practices may contribute to delaying the ecological transition. Therefore, business sustainability depends on transparent and technically grounded communication that rejects both deception and silence.