Climate change is an existential threat that requires action. Yet too little thought goes into how we talk about that action which has led to two damaging trends now dominating the conversation.

Greenwashing misleads. Greenhushing hides. Both erode trust, distort debate, and slow progress.

This post explains what these terms mean, why they matter, and how clear communication can help us all move forward with confidence and integrity.

Transport emissions have risen faster than any other energy end-use sector since 1990, and freight now accounts for around seven percent of global greenhouse gas emissions.

But far from destroying the planet, our industry has realised extraordinary achievements. During the same period, extreme poverty has more than halved, and when disasters strike, you are there to pick up the pieces.

This combination creates a communication problem. When business talks only about the positives, they risk greenwashing. When they stop talking altogether, they risk greenhushing. Both cloud scrutiny, undermine credibility, and make it harder for the public and policymakers to understand what is working and what is not.

Greenwashing happens when organisations exaggerate or misrepresent the environmental impact of their work. The origin of the term is telling. In 1983, ecologist Jay Westerveld was staying in a hotel that urged its guests to reuse towels “to save the environment”. At the same time, the hotel was building on a coral reef. The gap between message and reality inspired the expression we use today.

Greenhushing describes the opposite. It is the deliberate choice to say nothing for fear of backlash or misinterpretation.

This has become increasingly common as public opinion shifts. Recent polling found 39 percent of UK adults now believe, or are unsure if they believe, that concerns about climate change are exaggerated. Editors across the trade press also report steep drops in readership for stories with headlines mentioning “climate” or “sustainability”. The issue is not apathy. It is mistrust.

Speaking at a conference for leaders in the air cargo and maritime sectors earlier this year, I was struck by how few of them were familiar with the terms. This needs to change.

Freight is not one sector. Each mode faces different barriers which underline the importance of honest communication.

In air cargo, for example, Sustainable Aviation Fuel can cut lifecycle emissions by up to seventy percent, but feedstocks raise legitimate questions about land use and long-term supply. There are also discrepancies in the reporting of emissions between bellyhold and freighter aircraft.

Maritime operators face even harder choices. Vessel upgrades are both costly and time consuming, port electrification depends on limited grid capacity, and there is little consensus on viable alternative fuels.

None of these issues fit neatly into a headline and oversimplifying them deepens mistrust.

That is why clarity matters. Sustainability is a journey, not a destination. The most effective communications acknowledge progress without overstatement. They recognise the scale of the work ahead, explain trade-offs honestly, and show how evidence shapes decisions. They use facts, not slogans. They set out what is known, what is not, and what is being done to close the gap.

Specificity is essential when speaking with policymakers too. Governments need clear proposals with credible modelling and practical pathways, not cliches about “missed opportunities”.

Avoiding greenwashing and greenhushing is not a branding exercise. It is a responsibility. Honest communication builds trust with customers, regulators, employees, and the public. It gives policymakers the confidence to work with industry. And it ensures the debate is shaped by facts.

The challenge is simple. Say what you are doing. Say what you are struggling with. Say what you plan to do next. None of this requires perfection. It requires honesty. That is how we maintain credibility, develop sensible policy, and strengthen the industry’s voice.

The question is are you speaking plainly about your journey, or letting someone else fill the silence?