In a world where sustainability was once shouted from corporate rooftops, a new trend has emerged: greenhushing. The term may be unfamiliar, but its impact is real. Unlike its infamous cousin, greenwashing—where companies exaggerate or fabricate environmental progress—greenhushing involves quietly continuing sustainability efforts while pulling back on public communications.
According to the newly released 2025 U.S. Business Sustainability Landscape Outlook by EcoVadis, a striking 87% of executives surveyed at large U.S. companies say they have maintained or even increased investment in sustainability this year. But 31% also say they are intentionally dialing down their public ESG communications.
This pivot is a response to growing political scrutiny and polarized debates surrounding environmental, social, and governance (ESG) commitments. Companies are not abandoning their principles—they’re simply choosing to be more discreet. The strategy is less about optics and more about resilience, long-term risk reduction, and bottom-line results.
Sustainability as Strategy, Not Slogan
Despite the media noise, corporate sustainability is becoming more strategic than symbolic. From risk mitigation to supply chain efficiency, the motivations behind ESG efforts have evolved. Nearly 60% of C-suite executives say sustainability helps them attract and retain customers. An even higher percentage—65%—see it as a competitive advantage for supply chains.
As EcoVadis co-founder Pierre-François Thaler puts it, “They are choosing and investing in resilience.” Companies are realizing that ESG isn’t a PR campaign; it’s a core business strategy with measurable outcomes.
The Communication Dilemma
Still, the optics matter. And in today’s polarized climate, many companies have found that broadcasting ESG work can invite unnecessary backlash. Some have removed sustainability pages from their websites. Others have gone so far as to rename internal departments, replacing terms like “climate” with less charged phrases like “energy efficiency.”
This isn’t about a lack of conviction. It’s about navigating a climate—both political and literal—that’s full of complexity. Quiet progress is replacing grand declarations, not because the mission has changed, but because the method of delivery has.
“We’re seeing less discussion of climate and more on supply chain, risk resiliency, brand risk,” says Richard Eyram, Chief Customer Officer at EcoVadis. “The investment’s continuing. The same content is underpinning it, but the narrative has changed.”
Execution Over Exhibition
What’s emerging is a shift from external storytelling to internal action. Sustainability leaders are focusing on real progress—embedding ESG in procurement, supplier evaluations, and operational performance. They’re not backing off; they’re leveling up.
As global regulations evolve and supply chain expectations grow, the pressure to measure and verify sustainability outcomes is intensifying. Many companies are leaning into technology and third-party compliance tools like EcoVadis to stay ahead. They’re not just checking boxes—they’re demanding granular data on carbon emissions, labor conditions, and resource use across their global operations.
This isn’t flashy. But it’s effective. And in many ways, it’s a sign of maturity: sustainability is no longer a sidebar. It’s baked into how competitive, resilient companies operate.
The Future of ESG: Stronger, Quieter, Smarter
In this new era, the loudest companies won’t necessarily be the most successful. Instead, it will be those who embed sustainability into their DNA—quietly but completely—who will lead the way.
Yes, some smaller firms may pull back due to relaxed regulations. But for large corporations, sustainability remains a business-critical priority. The incentives are too strong, the risks too great, and the opportunities too compelling.
Greenhushing, in this context, isn’t retreat—it’s recalibration. It signals a deeper understanding that real change doesn’t need a megaphone. It needs commitment, accountability, and smart execution.
And perhaps, over time, as the dust settles and the political tides shift, more companies will feel safe enough to speak up again. Until then, the quiet work continues—strategic, determined, and surprisingly effective.
Also read: India is at the Energy Crossroads and Must Clean Up its Coal Act
