Silence is the New Greenwashing

　B Lab, a US non-profit organization that operates the international certification system "B Corporation™” (hereinafter, B Corp™”), and Creatives for Climate, a Dutch-based non-profit organization, today released the "Greenshouting Guide." This is a free and practical resource that helps brands, creators, and communicators speak out about sustainability with courage and clear messages in an increasingly polarized social climate. Featuring case studies from over 15 companies and commentary from prominent leaders in the public sector and NGOs, this guide shows how companies and individuals can continue to drive progress.

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

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

Overview of the "Greenshouting Guide"

The "Greenshouting Guide" can be downloaded for free by anyone from the link below.

Details and download here: https://www.creativesforclimate.co/greenshouting

What is "Greenhushing," the new challenge after Greenwashing?

　This guide, launched at a public event at ChangeNOW in Grand Palais, Paris, focuses on "Greenhushing," a concept that has emerged as global efforts to combat greenwashing intensify. While greenwashing misleads people with exaggerated claims, greenhushing conceals genuine progress through silence. Both distort public perception, but greenhushing can be a greater threat as it loses opportunities for recognition of actual environmental measures being taken.

　The "Greenshouting Guide" presents a framework based on three steps: developing a robust sustainability strategy, verifying claims through accredited certifications, and applying seven communication principles: "tone," "simplicity," "richness," "disruptive innovation," "culture," "emotion," and "humility." These principles prioritize demonstrable progress over ideal perfection.

"Silence is not safe," says Charlotte Revitt, Global Director of Marketing and Communications at B Lab. "Customers, workers, and regulators value brands that bravely communicate the efforts they are actually making. In 2026, sustainability communication is a business strategy to ensure a company's purpose and resilience, and the companies featured in this guide are showing us the way."

　This material introduces examples of B Corps and purpose-driven companies that embody transparency. Specifically, these include Wild (UK)'s athlete partnership strategy, Formula E (UK)'s emotional storytelling through sports, Vinted (Lithuania)'s cultural campaign for second-hand goods, and VEJA (France)'s "Project Limits," which frankly acknowledges sourcing challenges rather than claiming perfection.

　However, such companies are exceptions, not the norm. "When companies remain silent, they give malicious forces room to dominate public opinion," says Lucy von Sturmer, 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."

Impact of the "Empowering Consumers for the Green Transition Directive (ECGT)" in various parts of the world

　This guide comes at a crucial time. With the EU's "Empowering Consumers for the Green Transition Directive (ECGT)" coming into effect in September 2026, and similar regulations in other countries imposing fines of up to 4% of annual turnover, companies are becoming cautious about communicating sustainability information.

　However, data reveals a contradiction. According to the Harvard Business Review, despite headlines suggesting a widespread retreat in corporate efforts, only 8% of companies have substantially rolled back their sustainability commitments. Meanwhile, 53% of companies have maintained the status quo, and 32% have expanded their initiatives. The challenge lies in "visibility." Many organizations are still taking action but are reluctant to publicize it.

　This silence comes with a quantifiable cost. A survey of 125 countries shows that 53% of consumers interpret silence as "doing nothing" or "concealment" (Edelman Trust Barometer 2025). Companies that avoid communicating about sustainability perform worse financially, while up to 31% of the reputational advantage of market-leading companies comes from their perceived environmental efforts (Revolt, 2025).

　Amid fragmented regulatory efforts, this challenge is spreading globally. Three months after the introduction of the EU's "Carbon Border Adjustment Mechanism (CBAM)," which affects exporters worldwide, mandatory sustainability reporting is progressing 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 (31st United Nations Climate Change Conference of the Parties), this guide addresses what industry stakeholders 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 working at the intersection of climate action and structural transformation. Creatives for Climate drives change from within the creative industry through the Creatives for Climate Hub and the Ethical Agency Alliance, while B Lab leads a global community of companies called B Corp that are committed to social and environmental progress.

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

　Greenhushing is as dangerous as greenwashing. When companies remain silent about their actual progress, they make it seem as if "sustainable options are still niche, not the norm." Companies should frankly discuss what is working, what is not, and why circular solutions are becoming profitable models that offer genuine choices to consumers.

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

　In our efforts to become a more responsible company, we prioritize "progress towards solutions" over "perfection." In our experience, transparency about efforts to reduce environmental impact only yields positive results. Climate change and the natural environment crisis affect us all, and as a company, we have a responsibility to contribute to its solution.

Chris Oskam, Head of Sustainability, Tony’s Chocolonely (Netherlands)

　Increased scrutiny on sustainability communication is good for eliminating empty claims. However, silence only promotes the status quo, which is not beneficial for people or the planet. Transparency creates accountability, so companies are required to continue communicating about their actual progress and challenges. That's why we welcome the "Greenshouting Guide." This guide helps companies communicate clearly and confidently. Sharing imperfect actions frankly brings about much greater change than silently hiding perfect actions.

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

　Despite some initiatives, sustainability is not fading or being put on the back burner. This is just the beginning, and it is becoming more honest and practical than ever before.

Julia Palle, Vice President of Sustainability, Formula E (UK)

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

Angela Pinhathi, CSO, Natura (Brazil)

　By integrating environmental and social performance into the core of our finances, we ensure that sustainability is not put on the back burner. IP&L transparently and firmly demonstrates how we invest in our communities and the environment, proving that financial success and positive impact are interdependent. This is our roadmap for operating a business that creates truly measurable value for all stakeholders.

　B Lab is a non-profit organization that transforms the global economy for the benefit of all people, communities, and the planet. Leading the transformation of economic systems, our global network develops standards, policies, tools, and programs for businesses, and certifies companies that lead the way as "B Corp." Currently, our community includes over 10,000 B Corps in 103 countries and 160 industries, with one million employees.

For details, please visit http://bcorporation.net/ .

Creatives for Climate is a global non-profit organization that supports the creative industry to uphold truth and accelerate structural transformation. Currently, as a UN-recognized movement with over 7,000 professionals in more than 90 countries, the organization helps communicators translate science into concrete action, leads a coalition of advertising agencies adopting fossil-fuel-free and anti-greenwashing standards, and promotes a service emissions framework in collaboration with Oxford Net Zero.

For details, please visit https://www.creativesforclimate.co/ .