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Marta Nieto-Garcia, Senior Lecturer in Marketing, University of Portsmouth, Universidad de Salamanca

‘Greenhushing’ is a trend that leaves businesses downplaying their environmental wins

Cast Of Thousands/Shutterstock

These days, institutions and companies love to announce what they’re doing to tackle the climate crisis. Terms like “sustainable”, “environmentally friendly” and “low-carbon” are often used to trumpet messages about production and consumption. But in reality, the claims are not always accompanied by real, effective action – a shady practice known as greenwashing.

But at the same time, other companies are not communicating their sustainability actions.

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