“Decoding the Shift: The Surging Trend of Brands Opting to Keep Their Sustainability Goals Private” Navigating the realm of sustainable fashion, major brands are finding themselves in a dichotomy devoid of middle ground. While the recent past saw the reproach of “greenwashing,” a strategic messaging ploy employed by companies to feign sustainability—often cloaked in eco-friendly packaging—presently, a new paradigm is taking shape: “greenhushing.” This phenomenon … Continue reading Unveiling the Concept of Greenhushing: Exploring the Phenomenon