Greengushing is More Important than Ever as Scrutiny of DEI and ESG Grows

In a moment when ESG and DEI are under fire, the bravest brands are turning up the volume and “greengushing.”

In early June, Bloomberg reported that a growing number of major corporations, including household names like Nike and JPMorgan, are hitting pause on their impact reporting. Their reason? Rising political backlash and a heightened culture of scrutiny around ESG and DEI. The effect has been chilling: a wave of greenhushing, where even the most visible companies go silent about their sustainability work and values out of fear.

At Dadascope, we believe there’s never been a better time to speak up.

We proudly represent brands that continue to show up with courage and clarity—brands that own their impact stories, speak from the hearts, and back up their values with measurable progress. Brands like GoodSAM and Lotus Foods, which have both released their 2024 Impact Reports this season without hesitation or compromise.

These reports don’t greenwash, and they don’t greenhush.

They greengush.

What is Greengushing?

We first introduced the term greengushing in our 2025 Sustainable Food Trends Report to describe a new phase in the evolution of sustainability storytelling:

  • Greenwashing was the era of empty claims.

  • Greenhushing is the current climate of silence and caution.

  • Greengushing is the bold, data-backed reclaiming of environmental and social leadership.

Greengushing is what happens when mission-driven brands proudly share their progress—not to virtue-signal, but to inspire, energize, and lead. It’s also what industry leader Julia Collins of Planet FWD told Natural Foods Merchandiser was the one thing people should lean into in 2025 to drive real impact. We couldn’t agree more.

From “What women in the conscious products industry want: A more collaborative and regenerative tomorrow,” in Natural Foods Merchandiser (Feb. 24, 2025)

Our Greengushing Heroes

We’re proud to spotlight two Dadascope clients who embody this ethos:

GoodSAM’s 2024 Impact Report is a testament to their radical transparency and ongoing work to build an equitable, regenerative food system—from supporting smallholder farmers to reducing packaging waste.


Lotus Foods’ 2024 Impact Report highlights their work in transforming global rice production through regenerative agriculture, farmer empowerment, and deep-rooted partnerships.


Neither company shrinks from the complexity of this work. They embrace it. They report on the hard parts. They celebrate the wins. And they do it all without apology.

This Is What Leadership Looks Like

In a moment when ESG and DEI are under fire, the bravest brands are turning up the volume. They are rising above political noise and cultural tides to stay focused on what matters: people, planet, and purpose.

At Dadascope, we believe that’s exactly what bold leadership looks like in 2025.
We’re here to amplify it. To celebrate it.
And most certainly, to greengush about it.

Dana Smith