Dell and Unilever have reportedly scaled back some of their sustainability-focused marketing initiatives, in a move mirroring the recent trend of ‘green hushing.’
The term refers to companies lessening their public emphasis on Environmental, Social, and Governance (ESG) initiatives, primarily due to fears of potential regulatory scrutiny and negative consumer response. The trend has recently gained traction, with companies increasingly wary of accusations of ‘greenwashing,’ or making misleading claims about their sustainability efforts.
Dell recently cut parts of its marketing team focused on sustainability and ESG-related roles. These include positions involved in ESG marketing communications, sales enablement, influencer marketing, and thought leadership. Despite these changes, a Dell spokesperson stated that sustainability remains core to their business strategy.
Unilever has also made changes in their marketing sector, disbanding its ‘digital sustainable choices team.’ This team, initially the central incubator called ‘LEAP,’ was established in 2019 to encourage consumers to make more sustainable choices. Team members will be given the chance to move into other roles within the company, and the company plans to integrate the outcomes of the LEAP team’s work throughout the business.
Major financial firms like JPMorgan, State Street, and Pimco have also withdrawn from the Climate Action 100 coalition, a group that urges large companies to address climate issues. This move has resulted in criticisms labeling their ESG pursuits as ‘woke capitalism.’
The trend of ‘green hushing’ is causing ripples in the advertising industry, as companies scale down their ESG communications.’ Only Havas, a French multinational advertising and public relations company, reportedly maintains a standalone sustainability agency.
However, this trend of ‘green hushing’ may not be completely negative for corporate sustainability efforts. They can be beneficial in cases where sustainability roles are relocated to business units, enabling them to directly influence commercial change. Also, it explains the emergence of a quieter, pragmatic approach to sustainability, focusing on specific measures and innovative solutions rather than broad messaging.
Source: Dell and Unilever Scale Back ESG Marketing Amid Green Hushing Trend.
