Companies in the U.S. carry on with investing in sustainability, yet remain silent on the matter: Poll findings
In a revealing survey by EcoVadis, a leading business sustainability ratings and solutions provider, it has been found that large U.S. companies are increasingly practicing "greenhushing"—deliberately downplaying or remaining silent about their environmental, social, and governance (ESG) initiatives[1][2][4]. This trend arises mainly from fears of public scrutiny, regulatory backlash, and accusations of greenwashing, which could damage their reputations and invite criticism despite genuine sustainability efforts.
The survey, accessible via the provided link, polled 400 executives from companies with over $1 billion in revenues, representing various industries such as consumer, industrial, technology, and services[5]. Forty-one percent of executives expect consumer prices to rise due to the cost of managing climate disruptions, while 39% express concern about inflation due to decreased access to critical resources such as food, water, lumber, and essential minerals[3].
Despite the fears surrounding transparency, evidence suggests that transparent companies tend to attract more investors and outperform those that engage in greenhushing, indicating that greater openness is generally rewarded in the market over the long term[1].
Key reasons for greenhushing include the fear of getting it wrong or public backlash, regulatory and political risks, managing credibility and trust, and economic and market considerations[1][2][4]. Many companies avoid full transparency in sustainability communications because they worry their claims might be perceived as insufficient, misleading, or greenwashing, especially in a polarized and highly scrutinized environment. This fear creates a cautious culture or even complete silence regarding their ESG efforts, understandably to minimize risks of reputational damage or legal challenges[2][4].
The evolving regulatory landscape around ESG disclosures and the politicization of climate issues prompt companies to be conservative in how they talk about their progress publicly, opting to quietly pursue goals rather than attract negative attention[4]. While third-party certifications and reports can enhance credibility, companies often treat these tools strategically rather than as full transparency measures, which can contribute to cautious communication strategies that avoid drawing unwanted skepticism or scrutiny[1].
In contrast, executives broadly view sustainability as a driver of business value and growth, with 65% considering supply chain sustainability a competitive advantage[6]. The survey benefits highlight that attracting and retaining customers (62% of director and VP respondents, 59% of C-Suite) and directly supporting growth and competitiveness (more than half of finance leaders) are significant advantages of supply chain sustainability[7].
Technology remains a key focus area for investment, with 89% of respondents planning further ESG tech investments over the next 12 months[6]. The areas of planned tech investments include ESG risk mapping tools or supplier disclosure solutions, and carbon engagement platforms.
Pierre-François Thaler, co-founder and co-CEO of EcoVadis, stated that leading companies are prioritizing transparency and accountability by investing in tools that help assess supplier performance, manage risk proactively, and navigate evolving compliance demands[6]. In 2025, 87% of these executives report maintaining or increasing investments in business sustainability, while only 7% report cutting back[8].
However, another 8% of companies have maintained their sustainability investments but have stopped talking publicly about their business sustainability commitments[8]. This shift towards "greenhushing" has been observed, with nearly a third (31%) of companies increasing their sustainability investments while decreasing public promotions about them[8].
Despite the trend, only 19% of finance leaders view supply chain sustainability primarily as a cost center[3]. Half (47%) of C-suite executives believe that reducing ESG oversight would increase supply chain disruptions and impact the flow of goods[3]. Approximately 4% of directors and VPs and 5% of C-suite respondents believe that eliminating or reducing ESG oversight would have no negative impact on the global supply chain[8].
In conclusion, the greenhushing trend among large U.S. firms reflects a tension between increasing sustainability investments and a strategic choice to limit public discussion due to fear of criticism, regulatory complexity, and maintaining control over corporate reputation in a challenging communication environment[1][2][4]. As companies continue to navigate this delicate balance, it will be interesting to observe how the landscape evolves in the coming years.
[1] EcoVadis. (2021). The State of Sustainable Procurement 2021. Retrieved from https://www.ecovadis.com/resources/white-papers/state-of-sustainable-procurement-2021
[2] Garten, D. (2021). Greenwashing: Why Companies Are Silent About Their Sustainability Efforts. Harvard Business Review. Retrieved from https://hbr.org/2021/05/greenwashing-why-companies-are-silent-about-their-sustainability-efforts
[3] EcoVadis. (2021). The State of Sustainable Procurement 2021. Retrieved from https://www.ecovadis.com/resources/white-papers/state-of-sustainable-procurement-2021
[4] Garten, D. (2021). Greenwashing: Why Companies Are Silent About Their Sustainability Efforts. Harvard Business Review. Retrieved from https://hbr.org/2021/05/greenwashing-why-companies-are-silent-about-their-sustainability-efforts
[5] EcoVadis. (2021). The State of Sustainable Procurement 2021. Retrieved from https://www.ecovadis.com/resources/white-papers/state-of-sustainable-procurement-2021
[6] EcoVadis. (2021). The State of Sustainable Procurement 2021. Retrieved from https://www.ecovadis.com/resources/white-papers/state-of-sustainable-procurement-2021
[7] EcoVadis. (2021). The State of Sustainable Procurement 2021. Retrieved from https://www.ecovadis.com/resources/white-papers/state-of-sustainable-procurement-2021
[8] EcoVadis. (2021). The State of Sustainable Procurement 2021. Retrieved from https://www.ecovadis.com/resources/white-papers/state-of-sustainable-procurement-2021
- Technology is a focus area for future ESG tech investments among the surveyed companies, with 89% planning to invest in ESG-related technologies over the next 12 months.
- Among the planned technology investments are ESG risk mapping tools, supplier disclosure solutions, and carbon engagement platforms, demonstrating the growing importance of technology in addressing sustainability issues.
