From ‘greenwashing’ to ‘greenhushing,’ clean energy momentum advances despite political roadblocks

Industries and countries may have pivoted from overhyping their clean energy efforts through “greenwashing” to quietly advancing green goals through “greenhushing.” Still, the energy transition is moving forward despite rising political pushback from the U.S. and other Western nations, executives said at the Fortune Global Forum in Riyadh.

One big change is the switch from empty promises of net-zero carbon goals to the more practical applications of green energy that make business sense and include positive returns on investment, they said.

“This bump in the road in this green agenda is being driven by this myth that if we continue to do things in a green way it’s going to be more expensive for the economy and cause people to lose their jobs,” said Jose La Loggia, EMEA group president