Navigating the green-hushing conundrum: Lessons from B2B

Richard Parsons

Actively choosing not to publicise details of climate targets to avoid scrutiny and allegations of greenwashing – ‘green-hushing’ – is making headlines and drawing criticism. But it also raises the critical issue of how to balance climate change-related action with climate change-related communication.

Actively choosing not to publicise details of climate targets to avoid scrutiny and allegations of greenwashing – ‘green-hushing’ – is making headlines and drawing criticism. But it also raises the critical issue of how to balance climate change-related action with climate change-related communication.

On this last point, an essential lesson for all can be found in B2B – which accounts for an estimated 44% of the UK economy’s business turnover, and where the ‘say-do gap’ between what a purchaser says they will purchase and what they do is narrower than in B2C.

Some 65% of consumers in...

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