where greenwashing misleads, the term greenhushing describes the phenomenon to hide sustainable progress through silence, and making real action invisible.

but this in turn erodes perceived value internally and externally, which reduces budget, leadership, and investment, which weakens real-world impact, which reinforces the belief that sustainability ‘doesn’t deliver’. this becomes a self-reinforcing downward spiral we need to break.

the greenSHOUTING guide responds to this critical shift in the market:

creatives for climate and b lab, in collaboration with nice and serious, launched a free, practical framework that equips brands and creative teams to communicate sustainability progress with confidence, credibility and cultural impact, but without overclaiming.

the greenshouting guide is built on three steps:
1 a robust sustainability strategy,
2 checking your claims, and
3 the ‘seven dials of greenshouting’: a set of communication principles that emphasise demonstrable progress over aspirational perfection.

furthermore it contains real-world case studies from leading purpose-driven brands. by offering practical steps and tangible inspiration, the guide invites brands and creatives to step forward and share their progress confidently and keep sustainability visible.

download the greenshouting guide and raise your voice for a sustainable future:

read more articles →