Denmark | Professor Dennis Schoeneborn from Copenhagen Business School has joined a new international research project titled “Corporate Sustainability Communication in an Age of Polarization.” Funded by the German Research Foundation, the three-year study will run from 2026 to 2029 to examine why companies choose to openly discuss or remain silent on their sustainability commitments.Led by Professor Elke Schuessler of Leuphana University of Lüneburg, the initiative explores the rising phenomenon of “greenhushing.” This corporate strategy involves companies deliberately downplaying or concealing their environmental achievements to avoid scrutiny in polarized public arenas. The empirical research will focus specifically on retail firms across Germany, Austria, and Switzerland. The investigative team intends to analyze how factors like corporate governance, organizational size, and social media stakeholder interactions influence these communicative decisions to help modern businesses maintain corporate credibility.
Source: Copenhagen Business School
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