Sustainability had become a strategic imperative for businesses that sought to thrive in a rapidly changing market landscape, driving the widespread adoption and promotion of sustainability initiatives across industries. However, there’s a concerning trend emerging—one that operates in the shadows, shrouded in silence and ambiguity. It’s called greenhushing, and it’s undermining the progress of environmental efforts in corporate sustainability.

In a recent article published in Green Lodging News, Viking Pure’s Joshua Schwartz, President and Co-Founder, explains what greenhushing is, how companies can avoid vague statements about their sustainability initiatives, and why transparency is vital.