Lately, I’ve noticed a shift in how companies talk about their sustainability efforts—or rather, how they don’t. More and more, businesses are investing in ESG behind the scenes while dialing down the public spotlight. This trend, known as “greenhushing,” reflects a growing caution among brands navigating political noise and heightened scrutiny. 

As a marketer, this presents a unique challenge—how do we continue telling the sustainability story in a way that builds trust without inviting unnecessary controversy?

So how do we, as marketers, manage this?

First, we shift from hype to substance. It’s no longer about broad, aspirational claims—we need to be precise, grounded, and transparent. That means showcasing real metrics, progress, and accountability rather than lofty promises. The audiences that matter—employees, customers, and investors—are still paying attention. But they’re tuning out the noise and looking for proof.

Second, we refine how we tell the story. If the word “ESG” is becoming too politicized, that doesn’t mean the work stops—it just means we adapt our language. Focus on impact. Talk about resilience, efficiency, innovation, and long-term value. These are terms that resonate broadly without triggering unnecessary controversy.

Third, we get smarter about targeting. Not every ESG message needs to be front and center in a national campaign. Sometimes it’s about the right audience at the right time—stakeholder communications, investor relations, employee engagement, or purpose-driven partnerships. Quiet can be strategic when it’s purposeful.

Greenhushing doesn’t mean giving up the story—it just means telling it more intentionally. Our role as marketers is to guide that story with clarity, responsibility, and a focus on impact over impression.