greenhushing
Most large companies guilty of 'greenhushing', report finds
Two in three FTSE 100 companies (63%) are quietly disclosing their ESG progress but not actively communicating it to the public, new research has found.
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'It's only greenwashing if you get caught'
New agency Atmospheric is throwing its hat into the ring for the highly-coveted Saudi Aramco, the world’s largest fossil fuel account. If they win, their no-nonsense CEO has an advertising plan as transparent as a slick oil spill.
Beyond greenwashing: B Corps' moral imperative to reject Big Oil
"It's hard to run an agency. Not every client you take on is going to be a passion project, still, no agency should be taking on fossil fuel clients, especially not the B Corps, and definitely not in the hottest year of human history," writes Clean Creatives' Duncan Meisel.
Avoiding greenwashing doesn't mean you should start greenhushing
Brands are realising that inauthentic 'green' marketing may drive quick wins, but there are potential risks once the truth rolls out. Equally, fear of getting it wrong is getting in the way of landing powerful, positive messages.
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