Fast track: "Greenhushing"—why are some apparel brands under-reporting or hiding their sustainability credentials?

Fast track: "Greenhushing"—why are some apparel brands under-reporting or hiding their sustainability credentials?

Greenhushing-a term used to describe the practice of deliberately choosing to hide green or environmental, social and corporate governance (ESG) credentials-is being adopted increasingly by players in the performance apparel industry and market as a result of intense scrutiny, and criticism from non-governmental organisations (NGOs) and pressure groups that apparel brands are not progressing towards environmental sustainability as far or as fast as they should be. In fact, such scrutiny and criticism could actually be hampering progress towards environmental sustainability and encouraging the management teams of brands to under-report or even conceal their sustainability credentials. In this report, Robin Anson analyses some of the reasons why greenhushing is on the increase. Also, he examines some of the greenwashing lawsuits which are being pursued against major fashion apparel brands and have turned into a headache for a number of companies in the performance apparel industry and market.