We have partnered with The Anti-Greenwash Charter, The Carbon Literacy Project, and communications specialist, Hattrick, to create the ‘Greenhushing: Silence is Costing Credibility’ report.
Based on our findings from the first annual Green Claims Pulse Survey, this report explores the state of sustainability communications across the sector and is part of Futurebuild’s commitment to supporting industry change in a constructive and collaborative way.
Two complementary studies were conducted in April and May 2025, capturing the views of both built environment professionals and the public on attitudes towards greenwashing and the construction industry’s sustainability credentials.
Webinar – Wednesday 30th July, 12 pm BST
Unveiling results from our annual Green Claims Pulse Survey, with The Anti-Greenwash Charter, Hattrick and The Carbon Literacy Project.
Why join?
Find out why 38% have paused sustainability comms
Learn why 86% back mandatory LCAs
Gain insights to guide credible marketing and supply chain choices
Amid rising pressure from regulators, consumers and peers, many businesses in the UK built environment are retreating from making sustainability claims, which has led to the rise of greenhushing — a phenomenon where silence replaces overstated ambition.
In response to this alarming trend, Futurebuild, The Anti-Greenwash Charter, The Carbon Literacy Project and Hattrick commissioned this annual report to serve as a benchmarking tool for the industry, connecting ideas with practical solutions for how to reclaim the sustainability narrative.
The industry is at a tipping point. Greenhushing may feel like protection – but it’s becoming a liability.
Organisations willing to communicate transparently gain trust and a competitive edge. Being honest about where you are and what’s still in progress isn’t risky. It’s respected.
of organisations have paused green comms amid backlash fears and data concerns.
of industry respondents cite training gaps as a barrier to confident, credible communication
of dubious claims were associated with product suppliers
If you want to discuss sponsorship or exhibition opportunities for Futurebuild 2026, please complete this form and a member of our team will be in touch:
The industry is at a tipping point. Greenhushing may feel like protection – but it’s becoming a liability.
Organisations willing to communicate transparently gain trust and a competitive edge. Being honest about where you are and what’s still in progress isn’t risky. It’s respected.
Read the full report to see more results.
of built environment professionals are more concerned about greenwashing today than 12 months ago
of organisations have paused green comms amid backlash fears and data concerns.
of industry respondents cite training gaps as a barrier to confident, credible communication
of UK consumers remain sceptical or unsure about the sector’s commitment to sustainability — this retreat is eroding trust.
of built environment professionals are more concerned about greenwashing today than 12 months ago.
of organisations have reduced or paused sustainability communications due to reputational risk, data uncertainty or fear of backlash.
of UK consumers remain sceptical or unsure about the sector’s commitment to sustainability — this retreat is eroding trust.
of industry respondents cite training gaps as a barrier to confident, credible communication.
