Bombastic green claims are being replaced by a ‘silent crisis’ as new research reveals that 85% of UK organisations have intentionally suppressed their sustainability communications over the past year to avoid scrutiny.
Despite making genuine environmental progress, nearly nine out of ten (89%) leaders fear their sustainability claims will be challenged by regulators or the public in 2026. This is a key finding from the Big Green Fears report, published by B Corp agency The Marketing Pod, which highlights a disconnect between the sustainable actions organisations are taking and the external narrative, even among those with advanced sustainability knowledge.
This fear has triggered a growing wave of ‘greenhushing’ – staying intentionally silent on sustainability progress to mitigate reputational risk. However, this passive line of defence is proving costly as 98% of businesses admit they have been excluded from new contracts or lost tenders due to their inability to back up their sustainability credentials.
A new priority for marketing budgets
For communication experts, the study found that 98% of business leaders (owners, CEOs, and Directors) are considering allocating budget specifically for sustainability communications experts to safeguard their organisation’s reputation.
Industry insights from the Big Green Fears report:
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Nine in 10 leaders believe customers would pay a premium for more sustainable products or services.
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The top green fear for 29% of executives is keeping up with the latest regulations, such as the CMA’s Green Claims Code.
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19% cite risk to professional reputation as the primary reason they have stopped talking about their green initiatives.
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Despite acknowledging customer willingness to pay a premium and missing out on business, only 16% of business leaders are planning proactive sustainability investment in the next 18 months.
Jodie Williams, Co-Founder of The Marketing Pod, commented:
“The role of the marketer has evolved from business storyteller to data translator. There is currently a significant gap between the departments reporting data for auditing or ESG reporting purposes and the teams responsible for communicating company progress.
“Achieving the authenticity that’s needed for sustainability communications is only possible when claims are rooted in data. Without this, even the most dazzling campaign becomes a reputational risk.”
Jen Hughes, Co-Founder of The Marketing Pod, added:
“Our research shows that many businesses are trading long-term growth for short-term safety. By ‘greenhushing,’ companies are failing to use their valuable data where it’s needed. To break the pattern of celebrating progress only internally and suppressing external stakeholder communications, sustainability must be part of the business strategy, reflected at every level of the organisation.”