"Greenhushing is when companies intentionally stay silent about their sustainability efforts to avoid public scrutiny, backlash or criticism."
And fair enough.
With dark clouds over so many practices like offsetting and Bcorp certification—that are supposed to make you one of the good guys—it's no surprise people are afraid to blow their own trumpet.
Outsourcing your impact to offsetting and certifications and whatnot could mean you don't fully know what impact you're having: is it truly positive like they promised, or is it actually kinda negative?
One way to combat that is to do as much of the impact work yourself (not outsourcing) and offer whatever extra information you can on an impact page, with as much transparency as you can manage.
Real transparency might actually be stronger than some certifications... More impactful, less paperwork, and 100% free.
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