Key findings from The Cost of Silence Report

There’s a lot being said about ESG, and even more not being said. As backlash grows and regulations shift, many companies are pressing pause, choosing to step back from external messaging. However, when it comes to business sustainability strategies, silence might be the costliest move of all. New research from sustainability consultancy Anthesis, in partnership with reputation analysts MAHA, explores just that. Drawing on a study of over 500 global companies across 16 sectors, The Cost of Silence investigates how environmental performance, public perception, and reputation intersect and what happens when companies fail to connect the dots. 

Key findings: Walking the talk pays off

The report identifies three major archetypes:

• Greenwashers: Companies whose claims outpace their actions.
• Greenhushers: Those doing the work, but not talking about it.
• Authentics: Organisations with clear alignment between performance and perception. 

The analysis found that 79 percent of companies are inauthentic in how they communicate sustainability. This misalignment carries a very real risk and missed opportunity. Where greenwashers jeopardise trust and credibility, greenhushers forfeit reputational gains they’ve already earned, simply by remaining quiet. 

In fact, 15 out of the 16 sectors studied showed a positive link between strong environmental perception and increased reputation value. For industries like tech, food & beverage, and retail, this “return on reputation” translates into a tangible uplift, all from improved environmental perception.

When mapped against CAGR EBITDA, the report shows that the most financially successful companies are those in the “authentic” zone, not just walking the talk, but talking the walk. They’re turning sustainability into strategy, and strategy into ROI.