Sistema B, together with B Lab and Creatives for Climate, presented the Greenshouting Guide, a tool designed for companies, brands, and professionals to communicate their sustainability actions transparently and based on evidence, in a context where more and more organizations choose silence in the face of growing scrutiny over their environmental and social commitments. The guide can be downloaded for free at bit.ly/GuiaGreenshoutingSistemaB.
The initiative arises to respond to an increasingly common phenomenon: greenhushing, a practice that involves avoiding communicating real progress in sustainability for fear of being questioned or accused of greenwashing. While the latter involves exaggerating or making misleading claims about a company’s environmental impact, greenhushing makes genuine actions invisible that could inspire other organizations and accelerate the transition towards a more sustainable economy.
The resource arrives at a critical moment, in which regulations and policies against misleading communication are growing worldwide. The challenge is visibility: many organizations continue to act but are increasingly reluctant to communicate it. According to data from the guide, only 8% of companies have materially reversed their sustainability commitments (Harvard Business Review). Meanwhile, 53% remain firm and 32% are expanding their efforts.
The guide warns that silence has consequences: more than half of consumers believe that a brand is doing nothing or hiding something if it remains silent about its environmental initiatives (Edelman Trust Barometer, 2025).
“The transformation towards a more inclusive, equitable, and regenerative economy needs organizations that communicate their commitment with transparency and evidence. It’s not about showing perfect companies, but about sharing progress, challenges, and learnings that allow building trust and inspiring others to follow the same path,” stated Lucrecia Ricci, Communications Director of Sistema B Argentina.
“Silence has costs. Customers, employees, and investors reward brands that talk about the real actions they are undertaking. Nowadays, sustainability communication is a business strategy to gain relevance and competitiveness. And the companies cited in this guide show us the way to do it safely and responsibly,” he added.
The Greenshouting Guide proposes a practical framework for organizations to communicate their progress without falling into exaggerations or silences. The document outlines three pillars to strengthen credible communication: building a solid sustainability strategy, supporting claims with recognized evidence and verifications, as well as developing communication based on honesty, transparency, and continuous progress.
Additionally, it presents the “Seven Levers of Greenshouting“, a set of principles that help define the tone and approach of sustainability communications. Among them, simplicity, emotion, humility, and cultural closeness stand out to communicate real progress without needing to convey an image of perfection.
The publication gathers experiences from B Corporations and purpose-driven companies that have shown that communicating about sustainability honestly strengthens the trust of consumers, collaborators, and investors.
Among them is Patagonia, which highlights the value of sharing both achievements and challenges along the way. “In our efforts to be a more responsible company, we value progress in solutions over perfection. In our experience, only good things result from transparency about the work to reduce our footprint”, noted Corley Kenna, Director of Communications and Impact at Patagonia.
Another highlighted case is Natura. “Integrating our environmental and social performance into the financial core of our company ensures that sustainability is never an afterthought. It demonstrates that financial success and positive impact are interdependent“, stated Angela Pinhati, Director of Sustainability at Natura.
With the publication of the guide, Sistema B invites organizations to recover communication based on facts, evidence, and continuous improvement, understanding that sharing both progress and challenges strengthens credibility and contributes to accelerating business transformation.
Sistema B promotes companies as agents of change and works to build an economic system that centers its decisions on the well-being of people and the planet. In Argentina, there are currently 298 Certified B Corporations, present in 16 provinces, generating nearly 47,000 jobs and being part of a global community of more than 11,000 B Corporations committed to using the power of business to generate a positive impact on people, communities, and the environment.
The Greenshouting Guide is now available for free download at bit.ly/GuiaGreenshoutingSistemaB. It offers recommendations, tools, and practical cases for companies, brands, and communicators seeking to strengthen the way they tell their sustainability actions, promoting a more transparent conversation and contributing to building a more inclusive, equitable, and regenerative economy.
