GLOBAL – As scrutiny around greenwashing intensifies, a new risk is emerging across the creative and business landscape: companies going quiet altogether.
Today, Creatives for Climate and B Lab, in collaboration with Nice and Serious, launch the GreenSHOUTING Guide, a free, practical framework that equips brands and creative teams to communicate sustainability progress with confidence, credibility and cultural impact.
Unveiled at ChangeNOW 2026 in Paris’s Grand Palais, the guide responds to a critical shift in the market: from greenwashing to greenhushing, and now the urgent need for greenshouting. Where greenwashing misleads, greenhushing hides genuine progress through silence, making real action invisible.
Despite headlines suggesting a slowdown, most companies are still taking action. Data shows that 85% are maintaining or increasing their sustainability efforts. As communication drops, progress becomes harder to see, creating a self-reinforcing “sustainability doom loop” where value, investment and impact start to fall away.
For creatives, that creates a clear challenge: how to make progress visible without overclaiming.
The GreenSHOUTING Guide offers a practical framework built on three steps: a robust sustainability strategy, checking your claims, and the ‘Seven Dials of Greenshouting’ – a set of communication principles that emphasise demonstrable progress over aspirational perfection.
The framework is illustrated through real-world case studies from leading purpose-driven brands, including Wild’s athlete partnership strategy, Formula E’s emotional storytelling through sport, Vinted’s culturally-led campaigns for second-hand, and VEJA’s Project Limits, which acknowledges sourcing challenges rather than claiming perfection.
Creatives for Climate and B Lab are independent nonprofits working at the intersection of climate action and systemic change. Over the past five years, Creatives for Climate has been at the forefront of challenging greenwashing, from industry interventions at Cannes Lions to the widely adopted Anti-Greenwash Guide. B Lab leads a global community of businesses, known as B Corps, committed to social and environmental progress.
Lucy von Sturmer, Founder of Creatives for Climate says: “When companies go quiet, they leave space for bad actors to dominate the narrative. At a time when 89% of people across 125 countries want stronger climate action, fear-driven silence undermines both progress and business resilience.”
Charlotte Levitt, Global Director of Marketing & Communications at B Lab says: “Silence is not safe. Customers, employees, and regulators reward brands that have the courage to speak up about the real action they are taking. In 2026, sustainability communication is a business strategy for relevance and resilience, and the companies in this guide are showing us the way forward.”
Tom Tapper, CEO and Co-Founder of Nice and Serious says: “As a movement we’re quick to shout about the brands and agencies who get sustainability communications wrong. But until now, we’ve really lacked clear guidance and inspiration to give marketing teams confidence and conviction. So it’s no wonder that greenhushing has become the norm. This guide aims to change that. Using our own experience and examples of best practice shared by the community, we developed the ‘Seven Dials of Greenshouting’ – a series of approaches brands can use to set the right tone for their sustainability stories.”
The Greenshouting Guide is available for free download at: creativesforclimate.co/greenshouting
