Greenhushing is a deliberate undercommunication of sustainable actions implemented by a business. It can be based on the:
In the Green Lodging Trends Report Survey 2018, the analysis of answers from European hotels reveals that:
An analysis of the audits and websites of 31 small rural tourism businesses in the Peak District National Park (UK) showed that businesses only communicate 30% of all the sustainability actions they implement.
However, results from a TripAdvisor’s survey (of more than 1,000 travellers worldwide) carried out in 2007 show that:
Greenhushing appears to be quite an inappropriate choice as people are interested in “green” accommodation.
Xavier Font, who wrote several articles on tourism and greenhushing, kept questioning about the best way to communicate sustainability during a tourism symposium in 2015. Watch this video and think about what would your answer be, and the reason why you would give this answer.
Entities can have a good or bad environmental performance:
As environmental awareness rises, it seems of interest to be a “vocal green firm”.
Source: Adapted from Delmas & Burbano (2011)