Companies are becoming more climate-aware. They’re investing more to reach their net-zero targets despite the shaky economic situation and they have ambitious timelines and science-based plans to back up their journey into going green. But, according to South Pole’s 2022 net-zero report, one in four businesses do not plan to talk about their climate targets. This phenomenon has given rise to something new: green-hushing. So what is green-hushing, and what consequences does it have on the climate-saving mission?

Companies are becoming more climate-aware. They’re investing more to reach their net-zero targets despite the shaky economic situation and they have ambitious timelines and science-based plans to back up their journey into going green. But, according to South Pole’s 2022 net-zero report, one in four businesses do not plan to talk about their climate targets. This phenomenon has given rise to something new: green-hushing. So what is green-hushing, and what consequences does it have on the climate-saving mission?

South Pole surveyed over 1200 companies in 12 different countries, all of which have a dedicated sustainability or corporate social responsibility lead. However, the report shows that nearly a quarter of these businesses (23%) are not willing to publicise their science-based targets and strategies for reaching a net-zero goal.

Not publicising and communicating their measures makes it harder to evaluate and scrutinise them. It also limits the circulation of valuable information that could be useful to other companies. Therefore, it reduces the opportunities for several sectors to work together to decarbonise.

Going dark about their practices gives the impression to the public eye that climate leaders are failing to lead. They should advocate their actions and make them public in order to inspire others to take action. One in four companies is going green, then “going dark” by not unveiling their strategies.

“We see that the surveyed, sustainability-minded businesses are increasingly backing up their targets with science-based emissions reduction milestones, which is absolutely the right approach. But if a quarter today is not coming forward with details on what makes their target credible, could corporate “green-hushing” be spreading? The speed at which we are overshooting our planetary boundaries is mind-blowing. More than ever, we need the companies making headway on sustainability to inspire their peers to make a start. This is impossible if progress is happening in silence,” said Renat Heuberger, CEO of South Pole.

On the other hand, by keeping quiet about their strategies, companies avoid some problems along the way. They may face pushback from stakeholders if they consider their plans not ambitious enough. Companies with climate-friendly measures may also undergo some limitations and restrictions from investors who believe their efforts would undermine profits. For instance, in the United States, the oil-rich southern state of Texas banned its municipalities from doing business with banks having ESG policies against fossil fuels and firearms.

“We can see how firms are maybe caught in the trap between appearing not green enough or too green at the same time. It’s just a matter of who you want to make angry a little bit,” said Professor of Accounting Mirko Heinle to Wharton Business Daily.

Green-hushing and greenwashing raise some concerns about whether companies are really taking efficient actions to protect the climate and reduce their gas emissions or not. Both practices will continue to exist, as one shows ‘deceptive’ environmental campaigns and the other obscures its strategies. However, the biggest concern in this situation is if nobody cares.