ReviewToday

‘Greenhushing’ is the brand new greenwashing within the EV business

We’ve been all-in from the get-go. Dedicated to complete transparency about electrical autos’ local weather impression, and our progress in direction of a sustainable mobility.

After we revealed our first Polestar 2 Life Cycle Assessment in 2020, together with its full methodology, we inspired different automotive makers to grow to be extra clear about their merchandise’ local weather impression.

As an alternative, a number of well-known manufacturers launched their very own report that tried to contradict ours. The Astongate scandal, because it turned recognized, now has its own Wikipedia page, the place you possibly can examine how their greenwashing marketing campaign shortly fell to items.

We lately doubled down on our dedication to transparency by releasing our second LCA report. It reveals the local weather impression of the 2 new Polestar 2 variations.

This time we’re not anticipating to see a repeat of Astongate. However we will’t assist noticing the silence from the remainder of the automotive business.

First got here the greenwashing. Now it’s greenhushing.

Greenhushing, the other of Greenwashing

You’re most likely aware of the time period greenwashing, which describes a misleading type of advertising and marketing that goals to steer those that a corporation’s merchandise, goals and insurance policies are extra environmentally pleasant than they are surely.

Greenhushing is the time period used to explain a corporation’s deliberate undercommunication about its sustainability practices, within the hope of avoiding scrutiny and criticism.

When firms draw back from speaking in regards to the steps they’re taking in the best course, the result’s that customers and different stakeholders miss the possibility to be told, educated and impressed about real-world progress.

By making an attempt to keep away from being seen as not excellent, they present nothing of worth. It’s a lose-lose state of affairs. However there’s a easy answer.

Corporations should take duty

Thomas Ingenlath, Polestar CEO, says:

Automobile makers must take full duty. Each week, we see a brand new announcement that an automaker is altering course in direction of electrification. However going electrical alone isn’t sufficient. Making vehicles electrical isn’t the top sport, it’s a place to begin. We must be trustworthy and clear.

Each greenwashing and greenhushing destroy folks’s belief. And with out belief, how can anybody inform whether or not the ‘sustainable’ product they’re considering of shopping for is any kind of sustainable than its rivals?

The reply can solely be transparency, as a result of transparency breeds belief.

The journey to sustainability

In fact, we’re not the one model that’s making an attempt to drive the transition to a sustainable society. Increasingly more firms are taking over the problem, not solely of performing extra sustainably, but additionally speaking candidly about their insurance policies, commitments, successes, and failures.

Patagonia is a notable instance. Their founder, Yvon Chouinard, takes a refreshingly matter-of-fact approach to sustainability:

The whole lot man does creates extra hurt than good. We’ve got to just accept that truth and never delude ourselves into considering one thing is sustainable. Then you possibly can attempt to obtain a state of affairs the place you’re inflicting the least quantity of hurt potential. That’s the spin we placed on it. It’s a unending summit. You’re simply climbing without end. You’ll by no means get to the highest, but it surely’s the journey.

Music to our ears. For us, the journey to sustainable mobility is precisely that: a journey. We’ve made a very good begin, however there’s nonetheless an extended solution to go.