Mind the Gap: Navigating The Path Between Greenwashing and Greenhushing

Manufacturers these days are caught in something of a trap. On one side, they face increasing regulatory pressure and public scrutiny to improve environmental practices. On the other, they risk accusations of greenwashing if their sustainability claims are perceived as exaggerated or misleading. Plus the gap between sustainability leaders and their marketing teams in fluency can be significant. This dilemma often leads to a paralysis in communication, where companies either overstate their green credentials or remain silent about their efforts entirely.

Customers and Designers, too, find themselves in a maze (or funhouse?!). What to believe? What matters? In this complex landscape of environmental claims and counter-claims, it's increasingly difficult for consumers and designers to navigate the truth and identify genuinely sustainable practices.

We’re all seeking a world with safer, healthier materials. But if you’re the one making those materials, how do you confidently get your message across? And if you’re the one buying the materials, how can you know what to trust without clear regulation or standardized requirements?

The webinar's panel will feature Metropolis Magazine's Editor-In-Chief Avi Rajagopal, Baillie Mishler Co-Founder of PROWL Studio, and Alex (Muller) Beckman VP Creative Strategy at Parallel Sustainability. Each has extensive experience in the building materials industry and sustainability marketing. These groups are assembling in order to raise awareness of what greenwashing looks like in the age of pervasive sustainability marketing, and what the silence of greenhushing sounds like. 

The content is designed to empower sustainability professionals, marketing mavens and leaders alike to feel more confidence in their achievements and highlighting them, while finding a more authentic voice with which to talk about your company’s work. We will provide a clear framework for reworking marketing material that will empower you and your marketing teams to bridge the gap between action and words to write and speak with confidence — plus help you identify any red flags.