The article by Mr. Dinh Hong Ky was published in the “Viewpoints” section of VnExpress on February 5, 2025.
During a family dinner at the end of 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, leaving us impressed that children in developed countries are already being taught these concepts from a young age as part of their curriculum.
Meanwhile, in Vietnam and many other developing countries, we are still working hard to bring concepts like ESG (Environment, Social, and Governance), greenhouse gas inventory, renewable energy, recycling, and circular economy into practice. Developed nations, however, have gone a step further — not only building a green economy but also examining its downsides. Greenwashing and greenhushing are two prominent examples of challenges that shape consumer awareness and corporate accountability.
Greenwashing refers to the practice of exaggerating or fabricating environmental claims to make a company appear more eco-friendly. These false claims are designed to attract environmentally conscious consumers but are often exposed through investigations. A prime example is the 2015 Volkswagen scandal, where the company was caught installing cheating software in its diesel cars to pass emission tests — though in reality, the cars emitted much more pollution than disclosed. The incident led to massive fines and significant damage to the company’s reputation.
H&M faced similar accusations when promoting its “Conscious” collection, claiming it used recycled and organic materials. Analysts pointed out that this line made up only a small fraction of the company’s total output, while its fast fashion model continued to harm the environment. Likewise, oil giant BP launched a rebranding campaign as “Beyond Petroleum,” heavily promoting its investments in renewable energy — yet the majority of its revenue still came from fossil fuels, with only a small portion going to renewables.
The aviation industry isn’t immune either. In April 2023, 20 European airlines came under investigation for allegedly overstating their climate initiatives. Lufthansa claimed its “Green Fares” reduced CO₂ emissions through sustainable aviation fuel, while Delta Air Lines declared itself the world’s first carbon-neutral airline. Both claims were criticized for lacking scientific basis and transparency.
On the other hand, greenhushing describes companies deliberately downplaying or withholding information about their environmental efforts. This is often done to avoid public scrutiny or to manage expectations. Nestlé and Unilever are notable examples. Nestlé has invested in regenerative agriculture, and Unilever has made progress in sustainably sourcing ingredients like palm oil and tea. However, they’ve kept these efforts relatively quiet, fearing public backlash related to broader environmental concerns. Such silence causes companies to miss the chance to lead the market and build a green brand image.
To address these issues, many governments and organizations around the world have introduced measures to ensure transparency and accountability in environmental claims. The European Union has issued the Green Claims Directive, requiring companies to back their environmental statements with clear scientific evidence. In the UK, the Advertising Standards Authority strictly monitors misleading environmental ads. In the US, the Federal Trade Commission provides detailed guidelines to ensure labels like “recyclable” or “eco-friendly” are accurate and transparent.
Independent certification labels also play a vital role in preventing greenwashing. Certifications like FSC, Energy Star, or Rainforest Alliance help consumers verify a product’s sustainability based on well-defined standards. Nonprofits like Greenpeace and WWF actively monitor and expose abusive practices, raising business accountability.
Technology is also advancing transparency in supply chains — blockchain being a prime example. It enables consumers to trace product origins and verify sustainability. ESG reporting is increasingly required in many countries, helping foster independent oversight and prevent fraud.
The fight against greenwashing and greenhushing is not just about stopping false claims — it’s about building a culture of transparency and responsibility. This requires close collaboration between governments, nonprofits, businesses, and consumers. Most importantly, educating younger generations about these challenges — as in my daughter’s case — is a critical step forward.
By promoting honesty and accountability, we can ensure sustainability is not just a slogan, but a real principle that helps protect the planet for future generations.
