Greensquashing: Why some organisations are quietly retreating from their sustainability promises

• 29 January 2025

In this article, CIM’s James Delves explores the impact of greensquashing, a phenomenon where organisations are quietly retreating from their sustainability promises whilst the conversation is quieter in response to changing market dynamics and a complex operating environment.

Have we hit peak purpose? The US election and scepticism surrounding November’s COP achievements appear to be eroding the green ambitions of many brands. Marketers who have spent the last few years adjusting to heightened scrutiny around their environmental claims, appear now to be actively pulling back from purpose-driven campaigning. 

The furore spurred on by movements to expose greenwashing, a term originally coined by Jay Westerveld in 1983, burst into the mainstream in 2019, with climate strikes and protests led by figures such as Greta Thunberg. 

That anger and scepticism within the critical Gen Z demographic led many brands to back away and hide their green credentials out of sight, considering championing such causes no longer worth the hassle and risk of being accused of hypocrisy. 

Tags:

• Sustainability
• Corporate Social Responsibility
• PR and Reputation
• Digital Marketing
• Ethics

• 0 views

Back to all