…A BRAND OR COMPANY DELIBERATELY UNDERREPORTS THEIR SUSTAINABLE PRACTICES.


trade-offs. Greenwashing is a play on the word Whitewashing. As a point of interest, it originated in the 1960s when the hotel industry started placing notices in hotel rooms for guests to reuse their towels to ’…save the environment…’. The hotels benefited from lower laundry costs(5) simply wrong!


. Greenwashing…is


Now we come to the newer development and the Weird News item of Green Hushing! The term was allegedly created by the consulting firm Tree Hugger in the Noughties(6)


and it relates to when


a brand or company deliberately underreports their sustainable practices. It is the opposite of Greenwashing…but it doesn’t make it less damaging. Instead of companies Greenwashing and deceiving consumers, investors and the public by trying to show themselves to be eco-friendlier, they instead consciously and actively try to hide their sustainability practices. It comes from a fear of being accused of not doing enough and thereby suffering a backlash.


What is interesting is that the companies and organisations that have started doing this, wish to avoid public scrutiny. They may be smaller


companies which do not have the ability to operate large sustainability operations and thereby risk being criticised for not doing enough. However, by its nature, it is hard to truly identify and verify when Green Hushing is taking place. It becomes harder for consumers, investors and the public to identify truly transparent and eco-friendly companies & organisations.


This leads to further unfortunate outcomes. You see, prominent companies and organisations, of whatever size in whatever industry, by making sustainable choices, encourages others to do likewise. It educates the consumer, investor and the public on what to look out for in sustainable orientated companies and organisations and shapes their behaviour accordingly. Transparency is the key to this! Much as each of you as individuals or corporate entities would like to know who or what is Greenwashing you, the same is true for those that are Green Hushing you. Now, no company or organisation is 100% perfect in meeting its goals…but if the journey to get there is honest and transparent, then a better outcome is assured for all when compared to hiding a light under a bushel.


So now you know…or at the very least, have an idea of what Green Hushing is about…and so…it is time to start looking out for it!


(1) Politico – 18 October 2022 (2) KPMG in Politico (3) Climate Action 100+ in Politico (4) South Pole consultancy (Zurich) in Politico & Bloomberg – 17 October 2022


(5) Investopedia (6) Luxiders


Eddie Tofpik is Head of Technical Analysis and Senior Markets Analyst at ADM Investor Services International Limited and Chairman of The Society of Technical Analysts as well as a Director of the International Federation of Technical Analysts. For further details on how to receive his analysis ‘Eddie’s Crayons’, please contact him on eddie.tofpik@admisi.com


For further details on how to become a Member of the Society of Technical Analysts or for accredited courses on Technical Analysis, please see www.technicalanalysts.com


Eddie Tofpik E: eddie.tofpik@admisi.com T: +44(0) 20 7716 8201


19 | ADMISI - The Ghost In The Machine | Q1 Edition 2023


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