The story
Blend of greenwashing + hushing. Coined by American brand strategist Jerry Stifelman in a blog for the consulting agency TreeHugger published the 2nd of March 2008.
Etymology from Wiktionary, CC BY-SA 4.0.
greenhushing
Today it means: A tendency of a company’s marketing to be quiet about its sustainability efforts so as to avoid attention from the political extremes, whether greener-than-thou anti-greenwashing crusaders or browner-than-thou anti-wokeness crusaders. Full definition →