Purpose Pulse

Greenhushing in construction: Why
sustainability comms need a reset

July 2025

Our new research shows why marketing teams in the built environment are holding back from communicating progress and how to build confidence again

Greenwashing gets the headlines. But a quieter and more complex challenge is growing. It is called greenhushing. This is where businesses downplay their sustainability progress or avoid talking about it altogether. Not because they’re not doing the work, but because they fear getting it wrong.

Our latest sector-wide report reveals a communications gap that’s quietly shaping the pace of progress across the built environment. The report, titled “Greenhushing: Silence is Costing Credibility”, was created in collaboration with Futurebuild, The Anti-Greenwash Charter and The Carbon Literacy Project. Based on insights from nearly 300 professionals and 3,000 UK consumers, it offers the first annual benchmark of how the built environment is navigating sustainability messaging today.

It’s not about having perfect answers. It’s about sharing the journey with integrity.

A climate of scrutiny

Trust is fragile. Our findings show that teams are right to be diligent with their messaging. Two-thirds (67%) of professionals say they frequently spy potential greenwashing on marketing materials and data sheets across the board - not just their own.

This scepticism is reshaping the procurement process. Over half (54%) of professionals are now seeking more transparent evidence from their suppliers before making decisions. This puts pressure not just on sustainability teams, but on the communicators responsible for sharing information.

Caution is the new compromise

The response to this scrutiny has been a retreat. Nearly 40% of organisations have become more cautious about communicating their sustainability efforts.

A fifth are dialling down their sustainability messaging because of the growing media and public awareness around green claims. This leads to a cycle of silence or 'greenhushing'. But staying quiet means your story is not being told, progress is not being seen and your leadership is not being felt.

Expertise builds confidence

So how do we move from caution to confidence? The answer is not silence. It is expertise. Our research shows a direct link between knowledge and confident communication. A third (34%) of the most confident assured communicators attribute this skill to improved sustainability expertise.

When your teams understand the science and the terminology, they can tell an authentic story. They can navigate complex data and communicate your journey with integrity. This is the foundation of credible sustainability comms. It builds trust and it gives you a competitive edge.

Want to build comms confidence?

We help B2B organisations build this expertise. We turn complexity into compelling and clear stories. This empowers your teams to lead the conversation with confidence.

Let’s talk.

📖 Explore the full Greenhushing report