Silence is the New Greenwashing: B Lab and Creatives for Climate Launch Framework to Break Corporate Paralysis

Silence is the New Greenwashing

B Lab and Creatives for Climate Launch Framework to Break Corporate Paralysis

The US-based non-profit B Lab, which operates the international certification system "B Corporation™︎" (hereinafter, B Corp™︎), and the Netherlands-based non-profit Creatives for Climate, today released the "Greenshouting Guide." This is a free, practical resource designed to support brands, creators, and communication professionals in communicating about sustainability with courage and clarity amidst a polarized social landscape. Featuring case studies from over 15 companies and commentary from prominent leaders in the public sector and NGOs, the guide illustrates how companies and individuals can continue to drive progress.

*This release is based on the global press release distributed by B Lab on March 30, 2026 (Monday) (https://bcorporation.eu/news_article/silence-is-the-new-greenwashing-b-lab-creatives-for-climate-launch-framework-to-break-corporate-paralysis/), and has been translated, edited, and supplemented by B Market Builder Japan.

Original Text: B Lab Global | Translation/Editing: B Market Builder Japan

Overview of the "Greenshouting Guide"

The "Greenshouting Guide" is available for free download by anyone via the link below.

Details and Download: https://www.creativesforclimate.co/greenshouting

What is "Greenhushing (Greenhushing)," the New Challenge Following Greenwashing?

Announced at a public event at the Grand Palais in Paris during ChangeNOW, this guide focuses on "greenhushing," a concept that has emerged amidst global efforts to combat greenwashing. While greenwashing misleads people through exaggerated claims, greenhushing conceals genuine progress through silence. Both distort public perception, but greenhushing can be a greater threat as it leads to a loss of recognition for actual environmental actions being taken.

The "Greenshouting Guide" presents a three-step framework: developing a robust sustainability strategy, validating claims through accredited certifications, and applying seven communication principles – "Tone," "Simplicity," "Richness," "Disruptive Innovation," "Culture," "Emotion," and "Humility." These principles emphasize demonstrable progress over idealized perfection.

"Silence is not safe," says Charlotte Levitt, Global Director of Marketing and Communications at B Lab. "Customers, workers, and regulators value brands that communicate courageously about the actions they are taking. In 2026, sustainability communication is a business strategy to ensure corporate relevance and resilience, and the companies featured in this guide show us the way forward."

The material showcases examples of B Corps and purpose-driven companies that embody transparency. Specifically, it highlights Wild (UK)'s athlete partnership strategy, formula E (UK)'s emotionally resonant storytelling through sports, Vinted (Lithuania)'s cultural campaign for second-hand goods, and VEJA (France)'s "Project Limits," which frankly acknowledges procurement challenges rather than claiming perfection.

However, these companies are exceptions rather than the norm. "When companies go silent, they leave room for malicious actors to dominate public opinion," says Lucy von Starmer, Founder of Creatives for Climate. "With 89% of people in 125 countries wanting stronger climate action, fear-driven silence undermines both progress and business resilience."

Global Impact of the "Directive on Empowering Consumers for the Green Transition in the European Union (ECGT)"

The guide arrives at a critical juncture. With the EU's "Directive on Empowering Consumers for the Green Transition in the European Union (ECGT)" set to take effect in September 2026, and similar regulations worldwide imposing fines equivalent to up to 4% of annual turnover, companies are becoming increasingly cautious about their sustainability communications.

However, data reveals a contradiction. Despite headlines suggesting a broad retreat in corporate action, only 8% of companies have actually scaled back their sustainability commitments, according to the Harvard Business Review. Meanwhile, 53% are maintaining their efforts, and 32% are expanding them. The challenge lies in "visibility"; many organizations are still taking action but are hesitant to publicize it.

This silence comes with a tangible cost. A survey across 125 countries indicates that 53% of consumers interpret silence as "inaction" or "concealment" (Edelman Trust Barometer 2025). While companies avoiding sustainability communication may lag financially, up to 31% of the reputational advantage of market-leading companies stems from their perceived environmental efforts (Revolt, 2025).

As regulatory approaches diverge, this challenge is becoming global. Three months after the introduction of the EU's "Carbon Border Adjustment Mechanism (CBAM)" affecting exporters worldwide, sustainability reporting obligations are advancing in China, Hong Kong, Singapore, and Japan, while requirements are being relaxed in the US. This creates unprecedented complexity for companies operating across borders.

Ahead of London Climate Action Week and COP31 (the 31st UN Climate Change Conference of the Parties), this guide addresses what industry insiders predict will be the biggest communication challenge of 2026.

Introduction of the "Greenshouting Guide" Production Team and Representative Comments

Creatives for Climate and B Lab are independent non-profit organizations operating at the intersection of climate action and systemic change. Creatives for Climate drives transformation from within the creative industry through the Creatives for Climate Hub and the Ethical Agency Alliance, while B Lab leads the global community of companies committed to social and environmental progress, known as B Corps.

Joye Howard, Chief Marketing Officer, Back Market (France)

Greenhushing is as dangerous as greenwashing. When companies stay silent about their real progress, they make it feel like sustainable options are still niche, not the norm. Companies should speak frankly about what's working, what's not, and why circular solutions are a profitable model that will become the default for consumers.

Corey Kenna, Chief Communications & Impact Officer, Patagonia (USA)

In our efforts to be a more responsible company, we prioritize progress towards solutions over perfection. In our experience, being transparent about our initiatives to reduce our environmental impact has only yielded positive results. The climate and nature crises affect us all, and as a company, we have a responsibility to contribute to their solutions.

Chris Oskam, Sustainability Lead, Tony’s Chocolonely (Netherlands)

The increased scrutiny on sustainability communication is good for weeding out empty claims. However, silence only serves to perpetuate the status quo, which benefits neither people nor the planet. Transparency breeds accountability, so companies are expected to keep communicating their real progress and challenges. That’s why we welcome the "Greenshouting Guide." It helps companies communicate clearly and confidently. Sharing imperfect actions frankly will drive far greater change than silently hiding perfect actions.

Ed Eayton, Sustainable Sourcing Advisor, Abel & Cole (UK)

While some initiatives are underway, sustainability is neither fading nor being deprioritized. It is only just beginning and becoming more honest and practical than ever before.

Julia Pare, VP Sustainability, Formula E (UK)

Our mission is to make progress exciting. We need to be able to talk about sustainability in an exciting way, capturing the same energy and emotion that fans feel when they come to a race, and we must.

Angela Pinhati, CSO, Natura (Brazil)

By integrating environmental and social performance into the core of our finances, we ensure sustainability is never an afterthought. IP&L is our roadmap for operating a business that truly creates measurable value for all stakeholders, demonstrating that financial success and positive impact are interdependent.

About B Lab

B Lab is a non-profit organization that serves a global network of organizations to transform the economy for the benefit of all people, communities, and the planet. Its global network leads the economic transformation, developing standards, policy, tools, and programs for companies, and certifying companies that lead the way as "B Corps." Currently, its community includes over 1 million employees across more than 10,000 B Corps in 103 countries and 160 industries.

For more information, visit http://bcorporation.net/.

About B Market Builder Japan

About Creatives for Climate

Creatives for Climate is a global non-profit organization that supports the creative industry in defending truth and accelerating systemic change. Currently, as a UN-accredited movement with over 7,000 professionals participating in more than 90 countries, the organization supports communicators in translating science into concrete action, leads a coalition of advertising agencies adopting fossil-fuel-free and greenwashing-prevention standards, and collaborates with Oxford Net Zero on service emission frameworks.