Sustainability isn’t optional; it’s essential. Yet, a troubling trend – ‘greenhushing’ – is silencing businesses around their environmental progress. Our new Green Claims Pulse Survey reveals a stark reality: 66% of professionals are more worried about greenwashing than 12 months ago.
This fear has led over a third of organisations to stop communicating their sustainability efforts, not because they’ve stalled, but because the perceived risk of saying the wrong thing outweighs the risk of saying nothing.

*The Cost of Silence
This silence breeds scepticism. Two-thirds of UK consumers are already unsure about the built environment’s sustainability claims, with mistrust even higher among older demographics. In a world demanding transparency, silence isn’t neutral; it’s a strategic liability that erodes trust.

What’s holding us back? Uncertainty. Professionals cite confusing terminology, a lack of clear verification and inconsistent data as key barriers. A significant two-thirds of professionals express increased concern about greenwashing compared to 12 months ago.

*Building Confidence, Attracting Talent
The good news? Confident businesses aren’t guessing. They’re investing in better tools, deeper expertise and clear governance – from lifecycle assessments to third-party certifications. The building blocks for credible communication are already here; we just need to use them.

Greenhushing also poses a talent risk. Gen Z expects brands to be values-driven and vocal. Silence pushes progress off the radar, failing to attract the very talent needed to drive a greener future. For example, the omnibus survey indicates that two-thirds of 24–35 year olds believe the sector can build a greener future, significantly higher than the 18% of over-45s.

*Reclaim the Narrative
The answer is storytelling grounded in evidence and sharing progress, even the unfinished parts, to nurture stronger relationships, attract new talent and build a future-ready brand.

The Anti-Greenwash Charter and Hattrick partnered with Futurebuild and The Carbon Literacy Project to create this research not just to raise an alarm, but to offer a roadmap.

Ready to Break the Silence?
Download the full Greenhushing: Silence is Costing Credibility report now and gain the insights you need to speak up with confidence.

Join us live for an exclusive webinar on 30th July at 12 PM BST as we present the results and host an open Q&A. Don’t miss this opportunity to be part of the conversation!