Why companies might under-communicate their efforts for sustainable development and what can be done?

In contrast with the increasing green demands from various stakeholders, corporations might prefer green blushing, that is, deliberately avoiding communicating their efforts for sustainable development. Surprisingly, these companies make substantial green achievements, but decide not to communicate their greenness. Using a broad literature review on green blushing and a conceptual reasoning backed up by anecdotal evidence, we expose the likely consequences of under-communicating green achievements and develop several rationales that explain this apparent puzzle. We also propose that silent or timid corporations can make the best of two worlds, by taking advantage from communicating their greenness while avoiding its main pitfalls. We suggest practical ways to do it.

Automated summary

Corporations achieving significant green accomplishments may intentionally avoid communicating them, a phenomenon known as green blushing. This article uses literature review and conceptual reasoning to explore the potential consequences of under-communicating green achievements and provides explanations for this phenomenon. It also proposes practical suggestions for silent or timid corporations to benefit from communicating their greenness while avoiding pitfalls.