From greenwashing to greenhushing: nailing climate comms in 2025
Companies have long been encouraged to celebrate their green credentials. But in an era of misinformation, mistrust and manipulation, many are now considering a tactical silence around sustainability.
The volatile political landscape might explain this shift towards ‘greenhushing’. Climate science seems to have taken a back seat as politicians grapple with rising costs, culture wars and global unrest.
Labour may not have adopted Trump’s ‘drill, baby, drill!’ attitude. But, after ditching its £28bn green investment pledge, the UK government has been accused of watering down its messaging around net zero.
This backdrop poses a challenge for teams keen to share their eco projects. But purposeful PR and a comms strategy focused on the real, measurable impact of climate-friendly schemes can help businesses to avoid backlash.
Cutting through the noise online
The problem: It feels like a long time since social media was a place where climate activists rallied support for their cause. Online spaces are now awash with conspiracy theories – especially around climate change – and it can be difficult to cut through the digital noise.
The solution: Don’t feed the trolls. If you receive a backlash from bad-faith posters, the best solution is not to respond. To reach users who are more likely to react positively, don’t underestimate the power of videos and imagery. Use clear, jargon-free language in posts, and create shareable multimedia like animations, infographics, and time-lapse footage of green projects to show their impact.
Unsure whether to send that tweet? Social media may not be the best platform for your latest sustainability report or initiative. A well-timed, well-written media story, which can then be shared on your company blog, will reach a more engaged audience.
Don't fall into the 'greenwashing' trap
The problem: We’ve all seen the headlines: big brand gets called out for exaggerated sustainability claims. The public has become attuned to companies that overstate or misrepresent their environmental credentials. Even businesses making genuine progress can get caught in the crossfire.
The solution: Avoid accusations of greenwashing by putting substance before spin. Back up your claims with measurable results, anticipate pushback, and partner with green industry experts. Transparency doesn’t have to be tedious: case studies and interviews can bring the stories behind the data to life.
The perception gap: what companies say vs. what audiences hear
The problem: There’s often a gap between corporate sustainability messaging and how it lands with the public. A company may proudly announce its net zero target for 2050, which to a sceptical audience sounds like kicking the can down the road.
Similarly, a report dense with stats and data probably won’t convert the suspicious or apathetic to your cause.
The solution: Frame your impact in terms people understand – ‘This office development will cut emissions equal to taking 10,000 cars off the road.’ Research shows there is a lack of understanding around sustainability terminology, so cutting the jargon will mean your message is more likely to be understood. Focus on the present, not just the future, by highlighting immediate actions you plan to take.
Climate communication in construction
The problem: Housebuilders and developers are at frontline of the drive to build greener. Responsible projects promote energy efficiency, use sustainable materials and even support local wildlife.
But many contractors hesitate to talk about their efforts at all, fearing scrutiny, criticism, or accusations of not doing enough. This ‘perfection or nothing’ mindset leads to missed opportunities to build trust and engagement.
The solution: Stories about your project’s environmental credentials help to attract interest and investment. They’re also an important way to win hearts and minds in the local community.
Our golden rule? Keep it simple – but specific. Avoid vague buzzwords (‘eco-friendly’ or ‘green construction’ won’t cut it) and share real examples of carbon savings or clean emissions.
Don’t forget to highlight the tangible impact that nature-based solutions, like living walls and sustainable drainage systems, can have on biodiversity.
Don’t be shy about your green achievements
Despite the shifting winds of politics, one thing remains true. Climate change isn’t going anywhere, and businesses that take it seriously will be viewed positively in the long run. A tight focus on the real-world and localised impact of your project will help to sidestep the ideological backlash that can lead to greenhushing.
At Distinctive, we will always champion a good story told well. Especially when it promotes the vital work being done by companies to protect and improve the environment.
During our recent webinar with South West Business Insider editor Colette Flowerdew Kincaid, she confirmed the value of stories with substance: “We are definitely still interested in covering positive business stories, especially where there’s a real impact.”
Our team can help you unlock the confidence to shout about your green achievements rather than whisper them. We’re happy to answer any questions you have about the comms challenges you’re facing.
This first appeared in the April edition of the Distinctive Dispatch newsletter
Photo by faithie on Shutterstock
Written by
Share
Latest news & insights
Inspiring news, insights and comments from our Distinctive team.
