The article by Mr. Dinh Hong Ky was published in the “Viewpoint” section of VnExpress on February 1, 2025.
At a family dinner late last year, my 12-year-old daughter surprised us all by enthusiastically explaining what she had learned at her French international school about “greenwashing” and “greenhushing.”
Her sharing sparked a lively discussion and impressed us with how children in developed countries are now being educated on these concepts from a very young age.
While Vietnam and many other developing countries are still striving to integrate concepts like ESG (Environmental, Social, and Governance), greenhouse gas inventories, renewable energy, recycling, and the circular economy into practice, the developed world has gone further. They not only focus on building a green economy but also examine its dark sides. Greenwashing and greenhushing are two typical phenomena that highlight these challenges, shaping consumer perceptions and corporate accountability.
Greenwashing refers to companies exaggerating or fabricating environmental commitments to create the impression that they are environmentally friendly. These misleading claims aim to attract eco-conscious consumers but are often exposed by investigations. A classic example is Volkswagen’s 2015 scandal, where the carmaker was found to have installed cheating software on diesel vehicles to pass emission tests, while in reality, the cars emitted pollutants far above the declared standards. This incident not only led to massive fines but also severely damaged Volkswagen’s reputation.
H&M faced similar accusations when launching its “Conscious” collection, claiming to use recycled and organic materials. However, analysts pointed out that this collection made up only a small fraction of the company’s total output, while its fast fashion model continued to harm the environment. Similarly, oil giant BP rebranded itself as “Beyond Petroleum,” heavily promoting investments in renewable energy, but most of its revenue still came from fossil fuels, with only a tiny portion invested in renewables.
The aviation sector is no exception. In April 2023, 20 European airlines were investigated for allegedly overstating their climate action efforts. Lufthansa claimed its “Green Fares” program reduced CO2 emissions by using sustainable aviation fuels. Delta Air Lines claimed to be the world’s first carbon-neutral airline. Both claims faced criticism for lacking scientific basis and transparency.
In contrast to greenwashing, greenhushing is when companies deliberately hide or avoid publicizing their green initiatives. This is often to avoid scrutiny or to prevent raising excessive public expectations. Nestlé and Unilever are prime examples. Nestlé has invested in regenerative agriculture, and Unilever has made progress in sustainably sourcing ingredients like palm oil and tea. However, both companies have been cautious in publicly broadcasting these efforts due to concerns over broader environmental controversies. Failing to publicize such initiatives means missing opportunities to lead the market and shape perceptions.
To tackle these issues, many governments and organizations worldwide have introduced measures to ensure transparency and accountability in environmental claims. The European Union issued the Green Claims Directive, requiring businesses to back their environmental statements with clear scientific evidence. In the UK, the Advertising Standards Authority rigorously monitors and penalizes misleading environmental ads. In the US, the Federal Trade Commission provides detailed guidelines to ensure claims like “recyclable” or “eco-friendly” are accurate and transparent.
Independent certification labels also play a crucial role in preventing greenwashing. Certifications such as FSC, Energy Star, and Rainforest Alliance help consumers verify product sustainability based on well-defined criteria. Nonprofits like Greenpeace and WWF continuously monitor and expose abuses, raising corporate responsibility awareness.
Technology also strongly supports supply chain transparency, with blockchain as a notable example. This technology enables consumers to trace product origins and verify sustainability claims. ESG reporting is increasingly mandated worldwide, fostering independent oversight and fraud prevention.
The fight against greenwashing and greenhushing goes beyond stopping false claims; it aims to build a culture of transparency and responsibility. This requires close cooperation among governments, nonprofits, businesses, and consumers. Especially important is educating younger generations about these challenges, as my daughter’s story illustrates.
By encouraging honesty and accountability, we can ensure that sustainability is not just a slogan but a genuine way of life that helps protect the planet for future generations.
