You’ve probably heard of greenwashing, but have you heard of greenhushing? South Pole estimates that this phenomenon affects 58% of companies*… and Canadian pharmacies are no exception.

What is “greenhushing”?

Greenhushing refers to the tendency to hide environmental efforts out of fear of criticism. This phenomenon is harmful to the overall ecological transition.

Why greenhushing hurts pharmacies

1. Patients struggle to identify sustainable products

Engaged pharmacies that remain silent give more room to greenwashing. This makes it much harder for patients to choose truly eco-responsible products.

2. Missed opportunities to improve practices

Transparency inspires innovation.

Concrete example: A pharmacy that shares its choice of vials containing 35% less plastic can trigger a spectacular domino effect.

By inspiring 100 other pharmacies to follow suit over 3 years, 25 tonnes of plastic could be avoided!

3. Impact on professional reputation

The public is increasingly attentive to sustainable practices. Demonstrating a clear commitment to the environment can provide a competitive advantage and strengthen a pharmacy’s reputation.

4 strategies to fight greenhushing in your pharmacy

1. Demand transparency from suppliers

A company truly committed to sustainable development should be able to provide data and documents that prove its efforts.

Example questions to ask your partners:

  • What is the carbon footprint of your products?
  • What are your emission reduction targets for 2030?
  • What is the product’s material and recyclability?
  • Can you provide a Life Cycle Assessment (LCA)?
  • Do you have a sustainability report?

2. Enhance your understanding with trusted resourcesesources

Mieux comprendre les enjeux environnementaux aide à communiquer avec justesse.

Better understanding environmental issues helps you communicate accurately.

Some resources to help you:

Many professional orders and associations offer training (webinars and conferences) on eco-responsibility in the pharmacy sector.

Action tip: Organize “lunch & learn” sessions for your team.

3. Collaborate with recognized partners

To communicate credibly while minimizing the risk of greenwashing, work with committed partners and suppliers.

To identify a credible partner, look for third-party certifications such as EcoCert, Green Seal, Forest Stewardship Council or B Corp.

4. Share your environmental initiatives

 
A pharmacy that takes a proactive, transparent communication approach strengthens its relationship with patients. Don’t be afraid to measure your efforts and share the results openly!

Examples of key indicators to measure and share:

  • Waste reduction (lb/month)
  • Energy savings (kWh)
  • Eco-responsible products (%)

Example of transparent communication:

In 2024, our pharmacy reduced its waste by 30% thanks to a partnership with [name of certified supplier]. Result: 500 kg of plastic avoided.

In conclusion

Greenhushing harms the entire pharmacy sector. As a pharmacist or pharmacy technician, you have the power to make a difference.

Your mission: measure your actions, share your results, inspire your patients.

At EcoloPharm, we know that small gestures, repeated thousands of times, lead to major change!

Ready to break the silence? Share this article with your colleagues!

FAQ – ARTICLE SUMMARY

What is greenhushing?

Greenhushing, also called eco-silence, refers to the tendency to keep environmental efforts quiet out of fear of criticism or accusations of greenwashing.

Why is greenhushing a problem in pharmacies?

It slows the spread of eco-responsible practices and makes it harder for patients and professionals to identify sustainable products.

How can a pharmacy communicate its actions credibly?

By prioritizing transparency, measuring impacts, and relying on recognized certifications.

Which partners should be chosen to strengthen the credibility of sustainable practices?

Choose certified partners (B Corp, ISO 14001, FSC, etc.) who can demonstrate the concrete impact of their environmental efforts through data audited by independent third parties.


Questions? Our team will be happy to answer them and support you in your first steps toward eco-responsibility in pharmacy!

Contact us