Is greenhushing hiding business priorities?

A new report by consultant group Bain and Company reveals that sustainability is a priority for CEOs – they’re just talking about it less, and prioritising action. Analysing over 35,000 statements from 150 companies, Bain found that businesses are now seeing sustainability as a competitive advantage instead of just a compliance task. In 2024, 54% of CEOs linked sustainability to business value, which is up from 34% in 2018. 

Consumer demand remains strong, with 80% of surveyed buyers still prioritising sustainability, while over half of B2B companies plan to increase purchases from sustainable suppliers in the next three years. And with 2030 targets fast approaching, two-thirds of companies surveyed are on track to meet their scope 1 and scope 2 emissions targets.

AI is emerging as a key tool in this transition, with almost 80% of C-suite and sustainability executives believing it can drive efficiency and emissions reductions. However, Bain warns of unintended consequences: unchecked growth in AI data centres could emit up to 810m tonnes of CO2 annually by 2035, highlighting the need for careful management as companies deploy AI for ESG goals.

The much-debated European Union’s deforestation regulation is set to be delayed by another year, the European Commission has announced, meaning implementing the proposed ban on commodities linked to deforestation will be pushed back to late 2026. It was originally scheduled for December 2024. Many exporting countries in southeast Asia and South America, and the US, had opposed EUDR saying that compliance would be costly. But leading companies had welcomed the setting of a strict level playing field that reflected what leading importers have been requiring of suppliers to work towards for some time. 

The new delay is down to concerns about the readiness of the IT systems necessary to implement the law. Reports say that the commission had become concerned about risks the IT system would slow down to levels that would disrupt trade. Inevitably the news was greeted with dismay by environmental campaigners, and will likely cause further frustration in companies with already committed resources moving towards expected compliance requirements. 

Australian charity Collective Fashion Justice has warned that the apparel sector has developed too much focus on just carbon emissions and should think more about methane footprints. Methane is of course a highly potent greenhouse gas, with over 80 times the impact of carbon dioxide, albeit over a shorter time period. Collective Fashion Justice has produced a global fashion methane footprint, and highlights the sector’s continued reliance on animal-derived materials such as leather and wool as having significant impact. Animal agriculture is the biggest driver of atmospheric methane. 

CFJ says that fashion brands that want to retain the use of materials from animals, particularly virgin non-used or recycled material, should focus efforts on feed technology that limits the methane produced in animals’ digestive processes. Combined with better use of recycled leather and wool, and emerging alternative materials, this can be an effective methane mitigation strategy.  

Companies are finding ways to navigate through geopolitical pressures, climate risks and stakeholder expectations, according to the new “A world in balance 2025” report from the Capgemini Research Institute. Over 2,100 executives from more than 700 leading global companies and organisations were surveyed, alongside 6,500 consumers. 

Among the headline findings are the investment is set to increase, but credibility of climate action is under pressure. 82% of organisations plan to increase environmental sustainability investments, and 92% are holding firm on net zero timelines. Yet only 21% have detailed transition plans, and 62% of consumers believe companies are greenwashing – indicating rising public scepticism. Geopolitical tensions are slowing down sustainability initiatives, according to 65% of executives. Financial constraints, data gaps, and operational silos are slowing progress, while consumer adoption is also limited by affordability and access to information.

Food and beverage giants Mars and PepsiCo are teaming up with agribusiness and ingredient supplier ADM to help Polish farmers adopt regenerative practices. The initiative aims to cut emissions, improve soil health, and build long-term supply chain resilience across over 5,000 hectares of Polish farmland. Mars, a global leader in confectionery and pet care products, is leading on the regenerative wheat for its pet food brands, while PepsiCo is supporting rapeseed production for snacks including Doritos. 

ADM will provide financial and technical support to farmers, including training on techniques such as crop rotation and cover cropping. By working collaboratively across supply chains, the companies aim to empower farmers to adopt sustainable methods at scale and hope to provide a practical model for resilient, future-proof food production. 

A new report from the European Environmental Bureau reveals widespread contamination of wild fish across Europe with PFAS, or “forever chemicals”, which pose serious risks to human health and aquatic ecosystems. Analysis of samples from Austria, France, Germany, Italy, Poland, Spain and Sweden shows that nearly all fish tested between 2009 and 2023 contained dangerous levels of perfluoro octane sulfonic acid, otherwise known as PFOS, a potentially carcinogenic PFAS. In some cases, concentrations exceeded proposed EU safety limits by over 10,000 times.

Despite the evidence, EU member states are pushing to delay updated pollution regulations until 2039. The bureau warns that urgent action is needed to prevent further accumulation in Europe’s waters and food chains. Environmental organisations such as Ecologistas en Accion emphasise that stricter discharge permits, comprehensive monitoring, and updated river plans are essential to protect public health and the environment. 

Clean energy is on track to replace 75% of fossil fuel demand, according to a new report by We Mean Business Coalition, as part of its Fossil to Clean campaign. Clean energy is rapidly transforming the global economy, displacing fossil fuels while driving energy security, competitiveness and efficiency. Investment in renewable energy has boosted GDP and created millions of jobs, with clean electricity now accounting for over 40% of the global power mix. Solar and wind are outpacing projections and have the potential to replace 75% of existing fossil fuel demand.

1,400 executives were surveyed across 15 countries and the results found that over 90% see access to renewable electricity as critical for new investments, and half will relocate operations if governments fail to provide it. Clean electrification through EVs, heat pumps, and industrial electrification, is accelerating and reshaping energy demand while undercutting fossil fuels.

Global competition is intensifying, with China leading clean technology production and installation. Meanwhile, fossil fuel demand, particularly oil and gas, is under pressure, risking stranded assets. The message from We Mean Business Coalition is clear: the clean energy transition is accelerating, and those who fail to act risk falling behind.