Net Zero in the Hot Seat: Confronting Corporate Climate Accountability

A critical look at how companies are confronting—and sometimes avoiding—their net zero climate responsibilities.

By Medha deb

Created on Sep 27, 2025

A critical look at how companies are confronting—and sometimes avoiding—their net zero climate responsibilities.

In recent years, the concept of net zero—the ambition to reduce greenhouse gas emissions to as close to zero as possible—has gone from the boardroom fringes to center stage in corporate and government climate agendas. Yet, as pledges proliferate, so do skepticism and scrutiny, with new terms like green-hushing entering the sustainability lexicon. This article explores the challenges, controversies, and evolving dynamics behind the net zero movement in business and policy.

Defining Net Zero: Aspirations, Actions, and Challenges

At its core, net zero means cutting emissions to the lowest possible level and offsetting any remaining greenhouse gases, often through credits or removal schemes. For companies and countries, the road to net zero involves a complex mix of internal operational changes, investments in clean technology, and honest measurement of outcomes.

Scope 1: Emissions from operations owned or controlled by the reporting entity.
Scope 2: Emissions from the generation of acquired electricity, heat, or steam.
Scope 3: Indirect emissions, including supply chain, products, services, travel, and waste.

As regulatory pressure and public expectation mount, more organizations are setting net zero targets, often aligned with the Paris Agreement and science-based emissions benchmarks.

The Explosion of Net Zero Commitments

Corporate net zero commitments have surged in number over the past five years. Multiple industries, from energy to tech to consumer goods, tout bold ambitions and science-based targets. The rationale is clear: climate action is good for reputation, investor confidence, and long-term risk management.

Growing investor demand for transparent climate strategies
Mounting regulatory scrutiny of environmental claims
Rising consumer preference for sustainable brands
Potential for innovation, efficiency, and long-term savings

An increasing share of companies backing net zero pledges are linking them to specific metrics, dates, and emissions scopes. However, this proliferation brings fresh complexities in verification, reporting, and public trust.

Green-Hushing: The New Corporate Climate Silence

Amid the wave of net zero pledges, a troubling trend is emerging: green-hushing. This term describes the practice of purposely downplaying or withholding details about climate progress, goals, or emissions reporting. Its counterpart, greenwashing, refers to exaggerated or misleading climate claims—but green-hushing operates in the shadows, with companies avoiding scrutiny by keeping quiet about their efforts or failures.

A 2022 report found about a quarter of companies with net zero targets do not plan to publicize progress, limiting scrutiny and collaboration .
This silence may shield organizations from criticism if goals are missed or progress stalls, but it also hampers knowledge-sharing and collective learning in decarbonization strategies.
Green-hushing threatens industry transparency, making it harder for stakeholders—including investors, regulators, and consumers—to discern credible climate action from mere lip service.

Expert Opinions on Green-Hushing

Some sustainability leaders call green-hushing a cynical response, as damaging to climate progress as greenwashing . Reputation risks are increasing as awareness spreads:

Companies may face consumer boycotts or reputational damage if silence is perceived as evasion or lack of real effort.
Openness about challenges and setbacks is seen as a more honest path, fostering trust and long-term engagement.

Science-Based Targets: Raising the Bar for Credibility

The credibility gap in net zero claims has given rise to science-based targets, a methodology that aligns emissions reductions with the best available climate science. Organizations supporting these targets commit to measurable, time-bound goals that reflect the pace and scale of global climate needs.

Aspect	Basic Net Zero	Science-Based Net Zero
Goal Alignment	Company-defined, varied	Paris Agreement & climate science
Metrics	Generalized/voluntary	Specific, transparent, third-party verified
Reporting	Irregular, self-selected	Regular, standard frameworks
Accountability	Internal/optional	External/mandatory for credibility

Science-based approaches are raising expectations for openness and peer learning, making green-hushing less tenable for organizations seeking meaningful impact.

The Cost of Silence: Risks and Opportunities

Reputation Damage: Companies that hide climate data or avoid public reporting may face backlash and loss of consumer trust.
Regulatory Pressure: Authorities are increasingly mandating climate disclosure, especially in Europe, the UK, and parts of North America.
Collaboration Gaps: Knowledge-sharing accelerates decarbonization. Silence leads to missed opportunities for industries to collectively tackle pollution and emissions.
Economic Instability: Economic pressures may tempt organizations to deprioritize public sustainability goals, but long-term value lies in transparency and adaptation.

Experts advise that acknowledging weaknesses, being open about challenges, and pledging to do better forms a more effective pathway than hiding results. Short-term evasion may avert criticism, but it undermines the credibility of climate leadership .

Material Transition: The Foundation for Net Zero Success

Net zero is not just a matter of spreadsheets and PR—it requires transformation in the core materials and processes of industry . A materials transition—adopting low-carbon, innovative, and circular materials—is essential.

Challenges

High upfront costs for new technologies and sustainable materials
Industry inertia and reluctance to abandon traditional models
Lack of consistent, widespread policy support and incentives

Opportunities

Innovation-driven new business models
Circular economy practices: design for reuse, recycling, and longevity
Carbon pricing and incentives for green material adoption
Consumer pressure accelerating adoption

The shift to sustainable materials does not only benefit the climate. It builds raw material independence, positions companies for future regulation, and opens new markets for eco-focused goods and services .

Case Study: Tree Hugger’s Approach to Net Zero and Sustainability

Tree Hugger demonstrates one tangible way organizations can integrate net zero principles into both products and operations .

Commitment to biobased, biodegradable materials
Formed a net zero working group for tracking and improving carbon footprint
Invested in solar panels and electric vehicle (EV) infrastructure
ISO 14001:2015 certification for high environmental standards
Continuous innovation in product supply chains to reduce emissions, e.g., flattening products for efficient transport

While Tree Hugger’s example shows progress, it also acknowledges remaining challenges, especially in global supply chain emissions (“carbon miles”). Evolving these systems will further reduce climate impact.

Regulation and Policy: Driving Net Zero Honesty

As corporate silence and questionable claims come under fire, new regulations are pushing companies toward open disclosure and robust commitments.

Mandatory Climate Reporting: Increasing in Europe, the UK, and North America.
Third-Party Verification: Growing expectation for science-based target validation.
Industry Standards: ISO, Science-Based Targets Initiative (SBTi), and others set increasingly rigorous reporting frameworks.
Carbon Pricing: Economic signals for emissions reductions and transition to greener technologies.

Policy action and market signals are beginning to raise the bar for what counts as credible net zero action—making both greenwashing and green-hushing harder to sustain.

Consumer Power: The New Watchdogs for Net Zero

Today’s consumers are better informed than ever. Armed with digital platforms and social media, they rapidly spread awareness of climate issues, calling out both greenwashing and green-hushing practices.

Boycotts and reputation damage can affect silent or deceptive brands
Demand for transparency fuels innovation and cross-sector collaboration
Social media has amplified scrutiny and accountability in climate claims

The Path Forward: Transparency and Teamwork

Building a credible, effective net zero future requires honesty, innovation, and cross-industry collaboration. The pace of change—driven by climate urgency—is exposing weak pledges and elevating the value of partnership and knowledge-sharing. Organizations leading with science-based targets, transparent reporting, and openness about challenges serve not only their own interests but the collective movement toward a stable climate.

Adopt science-based targets with credible, third-party verification
Be transparent about both successes and setbacks
Collaborate across sectors to share best practices and accelerate decarbonization
Engage with consumers to build trust and foster innovation

The future of net zero depends not just on corporate ambition, but on accountability and the willingness to be in the ‘hot seat’—facing scrutiny, learning from mistakes, and doing the hard work of honest climate action.

Frequently Asked Questions (FAQs)

What is ‘net zero’?

Net zero is the goal of reducing greenhouse gas emissions to the lowest possible level, offsetting any remaining emissions through removal, credits, or other means.

What is ‘green-hushing’?

Green-hushing refers to companies purposely withholding or downplaying details about their climate goals, progress, or failures, limiting public scrutiny.

How does green-hushing affect climate action?

Green-hushing makes it harder for stakeholders to evaluate progress, collaborate, and ensure industry-wide learning, thus hindering effective climate action.

Why are science-based targets important?

Science-based targets are aligned with global climate agreements and supported by rigorous measurement and third-party verification, boosting credibility and impact.

What can consumers do to support net zero?

Consumers can demand transparency, support credible brands, and use social channels to call out both greenwashing and green-hushing, shaping the market toward honest climate action.

References

Author

medha deb

Medha Deb is an editor with a master's degree in Applied Linguistics from the University of Hyderabad. She believes that her qualification has helped her develop a deep understanding of language and its application in various contexts.

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