Customer concerns about climate change and sustainability are at an all-time high. People are really looking for products and services that match their values. This growing demand has led to a flood of environmental claims from businesses. But here’s the catch—not all of these claims are legit. This is where greenwashing comes in. On the other hand, we have greenhushing, when companies under-communicate their genuine green initiatives. While greenwashing undermines trust by exaggerating eco-friendly claims, greenhushing silences legitimate efforts, leaving stakeholders in the dark and creating a lack of transparency. What will sustainability communication look like in the future? Have greenwashing and greenhushing become a double-edged sword?

Meet Heidi Heino, Business Sustainability Manager from Mirka and Annika Sundell, Executive Vice President from Walki in the sixth episode of our sustainability podcast.