After greenwashing and greenwishing, what is greenhushing?

While many companies boast about their alleged sustainability efforts, it often remains unclear to consumers whether this is a serious commitment or an empty promise. The European Union is planning to take action against greenwashing with the Green Claims Directive and oblige companies to make clear and verifiable statements about their environmental performance.

However, this directive could also increase the phenomenon of greenwashing: companies that actually take sustainable measures but choose to remain silent or communicate these efforts only minimally. Why? Often out of fear of external criticism, greenhushing becomes a defense mechanism to avoid reproach and public scrutiny.