For years, brands were accused of greenwashing for overstating their sustainability efforts. Now, a new phenomenon is emerging: greenhushing. Companies are doing ESG work but deliberately choosing not to talk about it. Why? Because the risk of saying the wrong thing has never been higher.
Recent global research suggests the shift is real. One study found that the share of companies publicly communicating their sustainability targets dropped from 49% in 2023 to just 36% in 2025. Another survey shows nearly half of business leaders have reduced how much they talk about ESG, despite continuing their sustainability initiatives internally. In other words: the work continues, but the communication disappears.
For communicators, this creates a new paradox. Say too much, and you risk accusations of greenwashing. Say too little, and you risk irrelevance, lost trust, and missed opportunities. So where is the line between responsible transparency and reputational risk?
This discussion brings together leaders from communications, business and sustainability — Ivana Galić (Director of Marketing, PR and Corporate Communications, NovaTV), Vinko Filipić (Founder, Greencajt, RED agencija, Member of HURA and IAB Croatia), Marija Franić (Head of Corporate Affairs, Kaufland Hrvatska) and Vlatka Kamenić Jagodić (Marketing and Corporate Communications Director, KONČAR Group) — to explore whether ESG is becoming too risky to communicate, should brands hide their sustainability efforts and what credible ESG communication actually looks like in 2026.