A Generation That Verifies
According to Deloitte, 64% of Gen Z consumers say they are willing to pay more for sustainable products. At the same time, more than half actively put pressure on employers regarding environmental issues. Today’s audiences don’t take messages at face value – they verify and draw their own conclusions.
Edelman reports that 62% of young people expect concrete, measurable actions from brands, not just communication-driven declarations. Importantly, in the ESG space, they trust experts more than influencers.
Where the Problem Begins
In this reality, the line between authenticity and greenwashing has become extremely thin.
The result? More and more companies are falling into the opposite extreme – greenhushing. This is when a brand takes real action in sustainability but… chooses not to talk about it.
Why?
- fear of criticism
- regulatory risk (e.g. Green Claims Directive)
- fear of being “called out” on social media
Why Greenhushing Is a Problem
At first glance, staying silent may seem like the safer option. In reality, it works the other way around.
A lack of communication means:
- good practices don’t scale across the industry
- consumers don’t see real alternatives
- standards don’t improve
Brands stop being a source of knowledge and inspiration – and that’s one of their key roles.
What Actually Works
The best examples of sustainability communication have one thing in common: they start with business decisions and only then move into communication.
- Patagonia – “Don’t Buy This Jacket” – The brand doesn’t pretend to be environmentally neutral. It openly admits that every product has a cost for the planet.
Instead of selling an “eco-product,” it builds a model based on durability and repair (Worn Wear).
- IKEA – “The Trash Collection” – Instead of polished catalog aesthetics, it highlights the real problem of waste.
Behind the campaign is substance: Circular Hub and a genuine shift toward a circular economy.
- Back Market – “Sorry Cats” – Humor that carries a simple idea: electronics can have more than one life.
Sustainability isn’t an add-on – it’s the product and the foundation of the business model.
Conclusion
Sustainability communication should not be the goal. It should be the result.
A result of earlier decisions:
- how a company produces
- what it sells
- how it designs the user experience
In a world of “auditors,” silence doesn’t protect you – and exaggerated claims do harm. The only effective path is transparency – even when it means talking about imperfections.
Today, credibility doesn’t come from perfection, but from a brand’s willingness to show the truth.