In this episode, Katie and Malin explore the growing tension between greenwashing and greenhushing, starting with clear definitions of both and why the distinction matters. They introduce Planet Tracker’s Greenwashing Hydra as a useful framework for understanding the different ways misleading environmental claims show up, and explain why greenwashing, while problematic, is at least visible and open to challenge, whereas greenhushing removes information altogether and reduces accountability. 

The conversation looks at how increased scrutiny, regulation and confusion around the Green Claims Code have led many organisations to retreat into silence, even when they are making genuine progress.

They also unpack the wider forces driving greenhushing, from perfectionism and fear of getting it wrong to political pressure, economic uncertainty and the complexity of sustainability data. Katie and Malin discuss why silence slows collective progress, weakens transparency and can lead to fear-based decision making within organisations. At the same time, they highlight the opportunity for “brave brands” to stand out through honest communication, build trust and loyalty, and strengthen relationships with customers, partners, investors and employees. 

The episode sets the tone for this new series, that imperfect but transparent communication is far more valuable than saying nothing at all and is essential for moving towards a regenerative economy.

In this episode, we cover:

Resources mentioned:

Planet Trackers The Greenwashing Hydra

Competitions and Markets Authority, the government body behind the Green Claims Code

Skills for Planet - Design Council

Texas Tribune: Texas bans local, state government entities from doing business with firms that “boycott” fossil fuels

Globally representative evidence on the actual and perceived support for climate action

LinkedIn Green Skills Report

Blue Rock Search report

The Edelman Trust Barometer 2025

InComms article - ‘Why do so many comms chiefs have sustainability in their portfolio?

You can access the full episode transcript here

More from Katie

• Green, Not Greenwashed: Get the clarity and confidence you need to talk about your eco-efforts without the fear of greenwashing.
• Follow Katie on Instagram @katietreggiden.1

More from Malin

• Greenwashing 101: Green or Greenwashed? Essential insights for sales and marketing professionals to make sense of sustainability and avoid falling into greenwashing's trap.
• Follow Malin on LinkedIn @malin-cunningham

PS Looking for Brackish? That has a new home at https://brackishbykatietreggiden.substack.com/t/podcast