Communications

Greenhushing is eroding consumer trust, survey shows

The impact of consumers seeing and hearing less from brands is taking a toll. Read More

By Tove Malmqvist January 16, 2026

Source: Julia Vann, Trellis Group

Key Takeaways:

The decline in consumer concern and engagement around sustainability is closely linked to reduced brand communication, not just climate fatigue or economic uncertainty.
There is growing skepticism and disengagement, with younger generations being particularly disengaged.
To maintain relevance and impact, organizations must rethink their communications strategies.

There’s truth to the adage, “Out of sight, out of mind.”

At least, that’s what research from Trellis data partner GlobeScan shows when it comes to the sharp decline in the public visibility of sustainability messaging by brands. Across more than 30 global markets surveyed, the reach and credibility of sustainability communications diminished in the last year. In 2025, only 36 percent of consumers reported seeing at least “some” sustainability messaging from brands, down from 49 percent in 2023.

Trust in these messages has also fallen: 65 percent of people reached by sustainability communications say they have at least “some” trust in them, compared to 79 percent in 2022. These trends were consistent across eight major product categories:

Cars
Cleaning products
Clothing
Electronics
Financial services
Home furnishings
Packaged food
Personal care products

What this means

For brands, pulling back on sustainability communications risks losing consumer trust and relevance. As fewer people see and believe these messages, brands have less influence on purchase decisions and sustainable behaviors — even if the same work is continuing under the radar. To stay impactful, organizations must rethink how they engage consumers and make sustainability messaging more visible, credible and personally meaningful.

Based on a survey of more than 30,000 consumers across 31 countries conducted July — August 2025

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Tove Malmqvist

Tove Malmqvist manages GlobeScan's syndicated Radar research program — delivering high value analysis, sector-specific findings, and relevant data-driven insights for issues and reputation management to leadership organizations in the corporate and non-profit arenas. Tove also manages The Sustainability Survey, conducted in partnership with the consultancy SustainAbility and Sustainable Brands. Fluent in English, French and Swedish, Tove has been with GlobeScan since 2005.