For many people, Greenshouting will be a completely new term. It is not something most brands have consciously set out to do, nor is it language that has widely entered mainstream sustainability conversations yet. But the behaviour behind it has been quietly building for years.
At a time when consumers are more sceptical than ever of vague sustainability claims, and equally frustrated by brands that say nothing at all, Greenshouting offers a clearer middle ground. It is about speaking openly and confidently about real environmental and social progress, without exaggeration, defensiveness or silence.
Greenshouting, identified by B Lab as potentially one of the fastest-growing sustainability terms of 2026, is defined as:
“The antidote to greenwashing: boldly celebrating real progress while backing it up with verified impact.”
At its core, Greenshouting is exactly what we focus on at The Good Guys: helping brands communicate the good they are genuinely doing, in a way that is creative, credible, and always backed by real, measurable impact.
Why Greenshouting Matters Now
We are entering a period of global, political and climate uncertainty, and the last few years have marked a clear shift in consumer expectations.
Consumers have become twice as sceptical of greenwashing in just two years, and regulatory bodies such as the ASA have begun flagging misleading environmental claims on a near-weekly basis. At the same time, around 89% of consumers say they want environmental action, and many now expect businesses, rather than charities, to take a leading role in addressing the climate crisis and wider social issues.
However, this rising expectation has collided with a challenging reality. As brands faced economic pressure, political polarisation and backlash, many chose to go quiet. Initiatives around sustainability, climate action and especially DE&I were scaled back or removed entirely, particularly in the United States, as governments and big tech platforms shifted their stance.
The result was a sharp rise in greenhushing. Brands that were making real progress chose silence out of fear of risk, criticism or legal exposure, even while consumers were actively calling for them to do more.
By 2025, one thing became clear: silence is no longer a safeguard. In a landscape where trust, transparency and values increasingly influence purchasing decisions, saying nothing can be just as damaging as saying the wrong thing.
The Rise of Greenshouting as a Trend
Interestingly, while Greenshouting is forecast as a major trend for 2026, it is still in its infancy from a pure search perspective. As of early 2025 in the UK, search engines still frequently autocorrect “Greenshouting” to “greenhushing”, and most keyword tools show little to no standalone search volume.
But that does not mean the concept itself is new or dormant.
Greenshouting has been happening for years, just under different names. At The Good Guys, we have long described this work as communicating positive social and environmental impact. Consumers have been asking for it, campaign after campaign, and some brands have responded exceptionally well, while others have hesitated.
The difference now is that the behaviour finally has a name.
As with many emerging concepts, early adopters gain disproportionate trust, visibility and authority. That is why we believe Greenshouting will not only grow as a term, but quickly become a defining expectation of credible sustainability communications.
Where did Greenshouting come from?
Greenshouting was coined by Creatives for Climate, emerging from a gap that many sustainability-focused brands struggled to articulate.
Traditional marketing does not quite fit, because the goal was not simply to sell a product. Branding alone also felt insufficient, because this work required accountability, evidence and long-term commitment.
Greenshouting filled that space.
It is the deliberate, confident communication of environmental and social progress, rooted in truth and verification, and designed to inspire action rather than avoid criticism.Most importantly, Greenshouting is the polar opposite of greenhushing. Instead of staying quiet out of fear, brands choose to speak up responsibly about what they are doing, while remaining honest about what they are not.
Greenshouting vs Greenwashing vs Greenhushing
A common misconception is that Greenshouting risks becoming greenwashing. In reality, the two are fundamentally different, and should be treated as such.
Greenwashing involves exaggeration, vague claims or false narratives designed to appear sustainable without meaningful action. Greenshouting starts with impact first, communication second.
Greenshouting is about talking openly about real progress, however small, and supporting it with tangible evidence. It does not claim perfection. It does not overpromise. It recognises that sustainability is a journey, not a finished state.
In simple terms:
Greenwashing talks first and acts later (if ever). Greenshouting acts first, then talks.
How does Greenshouting Actually Work?
From our experience, Greenshouting works much like marketing itself. There are two broad approaches.
The first is basic Greenshouting. This is where organisations share impact statistics or sustainability updates with little thought to narrative, creativity or audience connection. While honest, it often fails to cut through, much like a basic product billboard with no strategic insight behind it.
The second, and far more effective approach, is Strategic Greenshouting. This is where brands communicate their impact in a way that genuinely resonates, using creativity, storytelling and consistency. The goal is not just to inform, but to become known, over time, for the good that the organisation does.
Very few brands do this well, but those that do set the benchmark for everyone else.
Examples of Greenshouting Done Well?
Patagonia: Setting the Standard
Few brands embody Greenshouting as consistently as Patagonia. For decades, they have communicated their environmental impact openly, often highlighting uncomfortable truths about consumption, supply chains and overproduction.
Their reporting goes beyond surface-level metrics, focusing instead on systemic change, long-term accountability and radical transparency. Crucially, Patagonia does not claim to have solved sustainability. They show progress, setbacks and ambition, and that honesty is exactly what builds trust.
Innocent Smoothies: Impact Talks
Innocent has taken a similarly transparent approach, using accessible language and clear storytelling to explain how their environmental initiatives work in practice, such as The Big Rewild. Through actions such as their charity work, and rewilding Trafalgar Square, they simply communicated their impact without grand claims, allowing the action itself to speak.
Rapanui: Remill
Rapanui demonstrates how Greenshouting can work for smaller or younger brands, by creating Remill, in which they tell the story of how they turn their worn out products into new products, pioneering Circular fashion. With trackable outcomes, objectives and featuring this program into their brand image and advertising, they show exactly how reuse translates into impact, avoiding vague sustainability language in favour of measurable change.
The Core Principles of Effective Greenshouting
Transparency
Everything should be open to scrutiny. This includes shortcomings. Brands that openly acknowledge where they fall short build far more credibility than those that only share successes.
Underplaying Achievements
Greenshouting is not about claiming to save the planet single-handedly. It is about doing your part well, without exaggeration or inflated language.
Impact Should Speak Louder than Claims
Strong action attracts attention naturally. Often, the most powerful Greenshouting happens when others tell the story for you.
Finding Where You Make Your Difference
Every organisation has a unique area of expertise. Greenshouting works best when impact is focused where it can be most meaningful, not spread thinly across initiatives that are unrelated to your core mission.
Short-Term Targets
Distant 2030 or 2050 commitments are no longer enough. Trust is built through short-term goals, regular updates and honest reflection on progress and setbacks.
Common Mistakes to Avoid
Even well-intentioned Greenshouting can go wrong.
Overclaiming, even slightly, quickly becomes greenwashing. One-off campaigns without long-term commitment fail to stick. Vague metrics erode trust, as audiences increasingly demand clarity and relevance.
A defensive or apologetic tone also undermines credibility. Greenshouting is not an obligation. It is a choice driven by genuine care and responsibility.
How to Start Greenshouting Responsibly
The best place to start is with an internal audit. Understand what impact already exists and where meaningful progress can realistically be made, based on the service or product that your organsiation is uniquely positioned to provide.
From there, identify the data required to support claims, ensuring metrics are robust and verifiable. Compliance and certification can provide useful structure and reassurance. Most importantly, start small but visible. Build quietly, deliver results, then communicate them clearly.
Why Greenshouting is a Competitive Advantage
Many organisations offer similar products or services, but very few can demonstrate meaningful impact of their products. That difference matters.
Greenshouting helps attract and retain talent, particularly among Gen Z, builds investor confidence, and increasingly influences how brands are surfaced in AI-powered search environments.
As AI systems prioritise clarity, evidence and authority, brands that communicate verified impact clearly are more likely to be discovered and trusted.
Final Thoughts
If you’re interested in embracing sustainable advertising and want to learn more, check out our portfolio of sustainable advertising campaigns. Together, we can make a difference and create a greener future for all.
