In a surprising shift, brands are pulling back from promoting their sustainability efforts, leaving consumers skeptical. A recent GlobeScan survey reveals a significant drop in the visibility of sustainability messages across over 30 global markets. By 2025, only 36% of consumers reported seeing any sustainability messages, down from 49% in 2023. This growing gap is eroding trust.
Even more concerning is the decline in consumer trust in these communications. While 79% trusted sustainability messages in 2022, that number plummeted to 65% by 2025. This trend spans across major product categories, from cars to personal care, electronics, and packaged foods. Brands risk losing relevance and influence over consumer purchasing decisions by choosing silence.
Why Brands Are Staying Quiet
The phenomenon known as “greenhushing” involves brands deliberately downplaying or hiding their sustainability messages to avoid media scrutiny or criticism. While brands believe this minimizes risk, it backfires by eroding consumer trust—a vital asset in an information-saturated market. Sustainability is crucial for today’s consumers, and by not showcasing their efforts, brands miss the chance to position themselves as responsible leaders.
Reversing the Trend
To regain consumer trust, brands need to rethink their communication strategies. Visibility and credibility should be at the forefront, requiring transparent and authentic communication backed by concrete evidence of their commitments and actions. Brands must also forge personal connections with consumers, making sustainability messages not only visible but also relevant and engaging. The challenge is significant, but the reward is worth it: enhanced customer loyalty and greater influence on sustainable purchasing behaviors.
