‘Greenhushing’ is the brand new greenwashing within the EV business

We’ve been all-in from the get-go. Dedicated to whole transparency about electrical autos’ local weather affect, and our progress in the direction of a sustainable mobility.

Once we revealed our first Polestar 2 Life Cycle Evaluation in 2020, together with its full methodology, we inspired different automobile makers to turn out to be extra clear about their merchandise’ local weather affect.

As a substitute, a number of well-known manufacturers launched their very own report that tried to contradict ours. The Astongate scandal, because it grew to become recognized, now has its personal Wikipedia web page, the place you may examine how their greenwashing marketing campaign rapidly fell to items.

We just lately doubled down on our dedication to transparency by releasing our second LCA report. It reveals the local weather affect of the 2 new Polestar 2 variations.

This time we’re not anticipating to see a repeat of Astongate. However we are able to’t assist noticing the silence from the remainder of the automotive business.

First got here the greenwashing. Now it’s greenhushing.

Greenhushing, the alternative of Greenwashing

You’re most likely acquainted with the time period greenwashing, which describes a misleading type of advertising that goals to steer those that a corporation’s merchandise, goals and insurance policies are extra environmentally pleasant than they are surely.

Greenhushing is the time period used to explain a corporation’s deliberate undercommunication about its sustainability practices, within the hope of avoiding scrutiny and criticism.

When firms draw back from speaking concerning the steps they’re taking in the best course, the result’s that buyers and different stakeholders miss the possibility to be told, educated and impressed about real-world progress.

By making an attempt to keep away from being seen as not excellent, they present nothing of worth. It’s a lose-lose scenario. However there’s a easy resolution.

Firms should take accountability

Thomas Ingenlath, Polestar CEO, says:

Automotive makers have to take full accountability. Each week, we see a brand new announcement that an automaker is altering course in the direction of electrification. However going electrical alone is just not sufficient. Making vehicles electrical is just not the tip sport, it’s a start line. We have to be trustworthy and clear.

Each greenwashing and greenhushing destroy folks’s belief. And with out belief, how can anybody inform whether or not the ‘sustainable’ product they’re considering of shopping for is any roughly sustainable than its opponents?

The reply can solely be transparency, as a result of transparency breeds belief.

The journey to sustainability

In fact, we’re not the one model that’s making an attempt to drive the transition to a sustainable society. Increasingly more firms are taking on the problem, not solely of appearing extra sustainably, but additionally speaking candidly about their insurance policies, commitments, successes, and failures.

Patagonia is a notable instance. Their founder, Yvon Chouinard, takes a refreshingly matter-of-fact method to sustainability:

All the pieces man does creates extra hurt than good. We’ve got to simply accept that reality and never delude ourselves into considering one thing is sustainable. Then you may attempt to obtain a scenario the place you’re inflicting the least quantity of hurt doable. That’s the spin we placed on it. It’s a endless summit. You’re simply climbing eternally. You’ll by no means get to the highest, but it surely’s the journey.

Music to our ears. For us, the journey to sustainable mobility is precisely that: a journey. We’ve made an excellent begin, however there’s nonetheless an extended approach to go.