Many brands can be doing much more with their green strategies without talking it up, or even mentioning it at all. This is a trend known as "greenhushing," the opposite approach to greenwashing
While many brands and companies are keen to boast about their "eco-friendly" strategies, others—on the contrary—can be doing much more without talking it up, or even mentioning it at all. This is a trend known as "greenhushing," the opposite approach to greenwashing.
As promises of sustainability, fair trade or environmental friendliness proliferate on certain products, consumers are becoming increasingly wary of such claims. Faced with the widespread phenomenon of greenwashing, more and more NGOs are no longer hesitating to single out, and call out, the dubious "pro-environmental" practices employed by major companies. Indeed, the world of advertising should take note: in September, an advert broadcast in the United Kingdom for Persil laundry detergent (from the Unilever group) was banned from TV screens by the British advertising authority, which judged its environmental claims to be too vague.