by Kimberley Williamson,
CMO, Diversys Software Inc.
In recent years, the term greenwashing has dominated conversations around sustainability. It describes companies that exaggerate or misrepresent their environmental efforts, and rightly faces growing criticism from regulators, watchdogs, and the public. But now, there’s a new and quieter trend emerging: greenhushing. Greenhushing happens when companies intentionally under-report or stay silent about their sustainability actions. And while it may sound harmless, it introduces a different kind of risk. When organizations avoid talking about their environmental work for fear of getting it wrong, they create gaps in accountability, trust, and performance. At Diversys, we believe that silence in sustainability is no longer safe. It’s time to name the risks of greenhushing, and show how the right data can help organizations speak with confidence and integrity.
Greenhushing vs. Greenwashing: What’s the Difference?
Let’s be clear: greenwashing and greenhushing are two sides of the same problem. Both stem from a fear of scrutiny and a lack of trusted information.
• Greenwashing means making sustainability claims that are misleading or untrue.
• Greenhushing means staying silent to avoid saying the wrong thing, or anything at all.
A recent KPMG report on ESG “traps” found that many companies are now unsure how to tell their sustainability story without creating risk. So, they stay quiet, hoping silence is safer than being called out. But with increasing transparency expectations – from investors, regulators, customers, and communities – silence creates its own set of problems, such as:
• Missed opportunities to demonstrate leadership
• A lack of visibility with regulators and ESG analysts
• Growing distrust from stakeholders and customers who expect accountability
• Inability to show how sustainability connects to performance
In short: greenhushing doesn’t just hide progress, it hides problems. And it delays the very improvements sustainability teams are trying to make.
Why Greenhushing Matters in Recycling and Resource Management
For organizations involved in recycling, compliance, or extended producer responsibility (EPR), transparency isn’t just about brand reputation. It’s a regulatory requirement. Programs need to show how much material is being collected, how it’s being processed, and whether recovery targets are being met. The data must be clear, traceable, and defensible, not buried in spreadsheets or kept quiet.
When organizations greenhush, they risk:
• Failing audits or compliance checks
• Losing access to funding or preferred procurement programs
• Undermining relationships with partners and regulators
• Falling behind peers who are investing in digital accountability
In an industry where proof of performance matters, staying silent is a strategic liability.
Why Good Data Is the Antidote
The good news? There’s a way forward, and it starts with data you can trust. At Diversys, we’ve seen how digitizing recycling systems helps organizations move from silence to confidence. Our platform, Diversys.AI, empowers teams with:
• Real-time tracking of material flows, captured right at the source
• Audit-ready reports that meet both internal and regulatory standards
• Custom dashboards that visualize progress and flag issues early
• AI-powered insights that help teams move from reactive to proactive
With good data, sustainability no longer feels risky to talk about. It becomes something you can share and stand behind. You don’t have to oversell. You just have to show the truth.
A More Transparent Way Forward
We understand why greenhushing has become a fallback strategy. No one wants to get ESG communications wrong. But silence doesn’t protect your reputation, it weakens it. Here’s what we recommend instead:
• Start with what you know. Even basic, verifiable metrics are better than vague statements or none at all.
• Invest in digital infrastructure. Spreadsheets and paper logs can’t support real transparency.
• Focus on traceability. Knowing where your data comes from is just as important as the numbers themselves.
• Report progress, not perfection. Sustainability is a journey, and stakeholders understand that.
Transparency doesn’t mean showing off. It means showing up with clear, defensible, and consistent information.
Let’s Move Beyond Greenhushing
The recycling sector is at a crossroads. Programs across North America are being asked to meet higher standards, prove outcomes, and deliver real impact. And they can’t do that if they’re afraid to speak. With the right systems in place, sustainability teams can:
• Replace fear with clarity
• Replace silence with visibility
• Replace risk with results
At Diversys, we’re proud to work with stewardship organizations, producers, and governments that are ready to lead in the next era of sustainable resource management.
Because in this moment, transparency is more than a virtue. It’s a strategy.
Want to learn more about how Diversys.ai helps clients move from reporting to foresight?
Contact us or book a quick demo today.
