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In the evolving landscape of sustainability, communication is becoming increasingly complex. While some companies face scrutiny for overstating their environmental commitments - known as greenwashing - others are now opting for a more cautious approach: greenhushing.

This term describes the deliberate under-communication of sustainability initiatives, often in response to regulatory pressure, legal risks, or fear of public criticism.

Consider two recent examples:

• H&M significantly reduced its sustainability messaging following legal and media scrutiny surrounding its “Conscious Collection.” While the company continues to pursue internal ESG goals, it has become noticeably more restrained in its public communications.
• Unilever, long regarded as a leader in ESG, has recently scaled back its external messaging due to investor and political pressures - despite continuing its internal sustainability programs.

While understandable, this silence comes with its own set of risks: diminished stakeholder trust, lost brand value, and reduced opportunities for leadership in the ESG space.

At ARC Consulting, we support organizations in navigating these challenges. We help develop ESG strategies that are credible, transparent, and aligned with your operational reality - ensuring your efforts are communicated effectively and responsibly.

In today’s environment, the question is no longer whether to talk about ESG - but how to do so with integrity and confidence.

If your company is unsure how to approach this, we are here to support you.