Building Confidence in Green Claims: How The Anti-Greenwash Charter Is Combating Greenhushing.

Date: June 2024
Read time: 4 mins
Author: Charlie Martin

In today’s world, companies are increasingly aware of the importance of sustainability. However, the fear of being accused of greenwashing has led to a new phenomenon: greenhushing. This occurs when organisations under-communicate their genuine environmental efforts to avoid scrutiny.

At The Anti-Greenwash Charter, we believe that transparency and accountability are crucial for building trust with stakeholders and making real progress towards sustainability. By joining the Charter, adopting a green claims policy, and certifying marketing practices, organisations can more confidently promote their green credentials without fear of backlash.

Understanding Greenhushing

Greenhushing is the practice of intentionally downplaying or omitting communication about a company’s environmental initiatives.

While this might protect organisations from accusations of greenwashing, it also means that their positive efforts go unnoticed, and stakeholders remain unaware of the genuine strides being made towards sustainability. This lack of communication can hinder progress, as it fails to inspire other organisations and customers to take similar actions.

The Role of The Anti-Greenwash Charter

At The Anti-Greenwash Charter, our mission is to ensure that environmental claims are accurate, verifiable, and meaningful. By adhering to our guidelines, organisations can confidently make transparent and trustworthy environmental claims, thereby avoiding the pitfalls of both greenwashing and greenhushing.

Adopting a Green Claims Policy

A robust Green Claims Policy is the essential foundation for any organisation that wants to communicate its environmental credentials in this way. A typical policy should include:

  • Clear Guidelines: Establishing what constitutes a legitimate green claim.
  • Evidence-Based Claims: Ensuring that all claims are supported by verifiable data.
  • Regular Audits: Allowing regular reviews of marketing practices to maintain transparency and accountability.

By adopting such a policy, organisations can confidently share their environmental achievements, knowing that their claims are evidence based and marketing practices responsible.

Building Confidence in Green Claims

By adopting such a policy and joining the Charter, organisations can mitigate the risk of greenhushing and ensure that their environmental efforts are communicated effectively. This builds confidence among all stakeholders, who can trust that the green claims made by certified companies are genuine and impactful.

Zacc Tullett, COO of The Anti-Greenwash Charter, encapsulates this well;

“Transparency and accountability are the bedrock of true sustainability, and at the very heart of the work we do with our signatories.”

Concluding Remarks

Greenhushing is a barrier to progress in the sustainability movement. By joining the Charter, adopting a green claims policy, and certifying marketing practices, organisations can more confidently promote their environmental efforts. This not only builds consumer trust but also inspires broader industry change.

If you think The Anti-Greenwash Charter embodies the values of your organisation, find out more here.