19/06/2026
Who knew greenwashing had these many faces?
It turns out the space between genuine sustainability and misleading claims is a lot more nuanced than a single word captures. Researchers and practitioners have now mapped at least ten distinct patterns, from greenhushing (underreporting sustainability efforts to avoid scrutiny) to greenclaim inflation (overstating the impact of small improvements).
Understanding these patterns is becoming an essential part of sustainability literacy, for cities, organisations, and anyone navigating ESG commitments seriously.
The more precisely we can name what we are looking at, the better equipped we are to ask the right questions and make more informed decisions.
Which of these ten had you not come across before? Let us know in the comments.
📌 Credit: The ESG Lab