Why honest sustainability communications matter

In addition to being our Director, Communications Strategy here at thinkPARALLAX, Sami Grover is a communications strategist, branding expert, climate writer, and the author of the book We’re All Climate Hypocrites Now. 

In his recent article “Greenblushing: the case for honest sustainability communications,” Sami explains why companies (some of our clients included) are hesitant to be too bold, or to speak too loudly about their sustainability efforts—often for fear of inviting litigation or even regulatory risk if something could be perceived as being misrepresented. You might have heard this referred to as “greenhushing.” What you may not have heard, is that Sami is credited with co-coining the term.

In this episode, we discussed why he thinks there are several problems with this approach, and a better path forward: something he’s calling “greenblushing.” 

Here are some of the key topics and takeaways you’ll appreciate in this episode:

• First there was greenwashing, then came greenhushing, now Sami’s proposing companies start “greenblushing”
• Sustainability communication is essential for cultural shifts, and cultural shifts are what will get us to where we want to be
• Green hushing can hinder progress in sustainability efforts, hold your industry back, and leave money on the table
• Transparency builds trust and drives real change
• Companies should embrace their imperfections in sustainability; as humans, we almost expect it
• Meet your audience where they are: engaging storytelling is crucial for effective communication
• Understanding your handprint is more impactful than focusing solely on your footprint
• Collective, collaborative, and systemic efforts are necessary to tackle our biggest sustainability challenges
• Get more people on board—Sustainability should be a fun and engaging journey