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Fortune
Fortune
Jordan Blum

From ‘greenwashing’ to ‘greenhushing,’ clean energy momentum advances despite political roadblocks

Jose La Loggia, EMEA group president for the HVAC giant Trane Technologies, speaks at the Fortune Global Forum in Riyadh about the transition for cleaner and more affordable energy. He spoke on a panel with Lucid Motors Middle East President Faisal Sultan, left, and Gemini Corp. CEO Kunaal Patawari, right. (Credit: Iman Al-dabbagh—Fortune)

Industries and countries may have pivoted from overhyping their clean energy efforts through “greenwashing” to quietly advancing green goals through “greenhushing.” Still, the energy transition is moving forward despite rising political pushback from the U.S. and other Western nations, executives said at the Fortune Global Forum in Riyadh.

One big change is the switch from empty promises of net-zero carbon goals to the more practical applications of green energy that make business sense and include positive returns on investment, they said.

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