How to Avoid Greenhushing in Heavy Industry in 2025

Last month we focussed our thoughts on how companies in heavy industry should avoid greenwashing, a phenomenon that, although not recent, has taken on a life of its own when it comes to company comms. We warned of the dangers to company reputation when stretching the truth to jump on the sustainability bandwagon but in some cases, we’ve found companies are taking it too far the other way.

Heavy industries face a unique challenge: balancing operational demands with environmental responsibility. With that, we’ve seen many fall into the trap of “greenhushing”— a term that describes the reluctancy to publicise genuine sustainability efforts for fear of scrutiny. This silence, however, is a missed opportunity as everyone has a sustainable story to tell! You just have to make sure you’re doing it in a genuine way. Here are some tips to help you develop a narrative based on fact.

Toot Your Own Horn (Responsibly)

Heavy industries often grapple with a perception of being environmentally detrimental. However, many are making significant strides in reducing their impact. If you have real, evidence-backed statistics on your green journey, don’t be afraid to share them. In the steel industry, for instance, advancements in electric arc furnace technology and increased scrap metal recycling are drastically reducing carbon emissions. We’ve found it’s best not to just tell a long and complicated story or try to blind you audience with science, but celebrate your achievements in engaging and creative ways. Think thought-provoking infographics, interactive data visualisations, and compelling case studies. This approach fosters interest and buy-in from stakeholders, demonstrating that progress is indeed possible. Remember, transparency is key. Don’t exaggerate or make unsubstantiated claims. Instead, focus on presenting factual data and outlining the methodologies used to achieve your results.

Set Measurable Goals and Celebrate Success

Ambiguous sustainability pledges lack credibility. Instead, establish clear, quantifiable, and time-bound targets. For example, a cement manufacturer could commit to reducing CO2 emissions per tonne of cement produced by a specific percentage within a defined timeframe. You need to regularly monitor progress and celebrate the milestones you reach. This not only motivates your team but also demonstrates your commitment to tangible results. In the mining sector, this could involve setting targets for water consumption reduction or land rehabilitation. Publicly acknowledging these achievements reinforces your dedication to sustainable practices and builds trust with stakeholders.

Engage with Stakeholders for Authentic Progress

Sustainability is a collective effort. Seek input from employees, customers, suppliers, and local communities on your sustainability efforts. Conduct surveys, host workshops, and establish feedback mechanisms to gather diverse perspectives. This collaborative approach ensures that your initiatives are aligned with the needs and expectations of your stakeholders. In the petrochemical industry, engaging with local communities on environmental impact assessments and mitigation strategies is crucial for building social license to operate. By actively listening and incorporating stakeholder feedback, you can develop more effective and impactful sustainability programmes.

Lead by Example: Actions Speak Louder Than Words

Demonstrate your commitment to sustainability through your actions, not just your words. Heavy industries must lead by example. Invest in renewable energy sources, implement circular economy principles, and adopt innovative technologies that reduce environmental impact. In the automotive manufacturing sector, this could involve transitioning to electric vehicle production and investing in sustainable supply chains (when necessary, don’t forget about the debate around replacing old with new, when the old is still working). Share your company’s internal sustainability initiatives, such as waste reduction programmes and employee engagement campaigns. This demonstrates that sustainability is ingrained in your company culture and not just a marketing ploy. By taking concrete steps and showcasing your efforts, you can inspire other companies within your industry to follow suit, driving collective progress towards a more sustainable future.

We’re currently running free one-hour Sustainable Storytelling Workshops for the heavy industry. Get in touch to book yours!