Business owners and companies may well be running scared, and are 'greenhushing'. Even if they're making great strides to be transparent and a sustainable business they might be feeling reluctant to shout about it.​

Greenwashing, greenhushing? What's the difference?

Greenwashing is where companies exaggerate or misrepresent their environmental credentials for marketing purposes.

Instead, greenhushing happens when businesses opt for silence, effectively “hushing” their positive sustainability initiatives and accomplishments. They might actively choose to silence their green efforts if they are worried about being put under scrutiny to prove that their sustainable claims are genuine.

Rather than fearing public scrutiny from doubters or receiving a backlash for your green efforts, we’re here to help you be less hesitant about highlighting your sustainability efforts. Together we can also inspire other companies in the collective fight against climate change. From reforesting crucial areas to educating the next generation of eco-campaigners, we'll ensure your business, whatever size or shape it is, has credible, impactful eco-conscious actions you can be proud of.​

Fight the climate without fearing criticism

One of the main reasons companies might 'greenhush' is fear of backlash and criticism. Have they done enough? Maybe someone thinks the steps they've taken aren't the right ones? This nervousness about sharing their environmental initiatives comes from worrying about potential scrutiny which could lead to claims of not doing enough. And hitting the headlines for that is worse than just not saying anything, or so it can seem to organisations. 

​Your business has every right to show your green commitment without fear of reprisal. Don’t be shy about celebrating or sharing your green achievements, work policies, and campaigns. Sharing it can be valuable for your business. And it might inspire other companies to follow your lead.  If you're keen to start but not sure where, have a read of this article on how to be a sustainable business.

At times, companies may lack progress in their sustainability efforts, leading to headlines like this seemingly any brand director's worst nightmare. But as Harvard Business Review explores, this can be due to any number of factors ranging from resource constraints, to inexperience in this area or C-suite disagreements, before you confront an actual absence of commitment to environmental programmes. Sticking with it then, is a key way to silence those naysayers. 
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In some cases, greenhushing may also be driven by a lack of true understanding or appreciation for the importance of environmental transparency. Companies operating in industries with a historically low emphasis on sustainability may not realise the value of communicating their environmental efforts, leading to a culture of silence or indifference.

Be vocal about your green regime

Instead of being the wallflower at the party about your businesses’ green initiatives, with JUST ONE Tree you'll be supported, encouraged and celebrated for the sustainable measures your organisation adopts. For example, this year, more than 600 businesses are happily planting trees with us, including SMEs, independent eco shops, chic boutiques or bars, and multinational corporations. And we promote and celebrate their efforts to green our future. As should you.

So rather than opting for a seemingly safer silence, give yourselves permission to make a difference to our environment. Plant a tree and partner with us, rightfully take your place in protecting our planet with passion. And being loud and proud about it! We welcome businesses into our collective who are demonstrably committed to reducing humanity's negative impact on the natural world.

Join forces to show your commitment

So far many organisations from the UK and beyond have planted 5 million trees with JUST ONE Tree. That is a lot of companies of all different sizes and sectors making an impact, without worrying about being accused of greenhushing or greenwashing! Ultimately, no matter how big or small your company is, being together and being united to be greener makes the greatest and most positive impact.

Companies who are committed to sustainability need to make a point of publishing sustainability efforts to show their progress rather than staying silent. Whether it’s planting a tree, posting an impact report, or joining an online movement for change, it’s important to be vocal about your green credentials now and for the future.

Finding the path towards environmental progress

Greenhushing represents a roadblock to genuine environmental progress. In turn, this acts as an anchor on our collective efforts towards a more sustainable future. To make sustainable progress, we need to dismantle the roadblock and clear the way forward for continued collective climate action. Making loud and determined efforts towards becoming a greener business chops away at the roadblock effectively. 

​In recent times, JUST ONE Tree has become an Actor in the UN Decade on Ecosystem Restoration, teaming up with other organisations around the world to stop and reverse the degradation of ecosystems on land and in oceans. You too can help achieve this by partnering up with green organisations, charities and movements. ​

By providing regular updates on your progress, you'll show a level of openness and transparency which demonstrates a genuine commitment to sustainability, builds trust and credibility, and inspires others to do the same. Remember - "now, better, best." It's by measuring where you are now that we can get to better!

Take bold action and be kinder to the planet

Having this belief in taking bold action and making positive steps in the right direction is what we’re all about here at JUST ONE Tree. We’ve achieved so much in such a short space of time because we believe in stepping outside of comfort zones and focusing on what’s really important – helping communities and being kinder to the planet. From retail brands and hospitality to property and media firms, we’ve partnered with many businesses who are passionate about helping the planet but above all, aren’t afraid to promote that fact.

It's this willingness to talk about climate issues without fear that will set companies apart moving forward. Greenhushing represents a significant barrier to meaningful environmental progress but companies can strive to break free from the cycle of green hushing by being willing to have the conversation, whether good or bad.

BE BOLD WITH US