Greenwashing or Greenhushing? When it comes to sustainability, businesses are increasingly caught between the risk of being accused of opportunism and the fear of exposing themselves too much. This dilemma reflects the polarization of public debate, even on environmental issues. However, sustainability is not just a matter of marketing or regulatory compliance—it’s a strategic decision capable of generating competitive value. Studies show that integrating ESG factors into a business model can lead to superior financial results, increase business resilience, and reduce risks. Sustainability, in short, is non-negotiable: it’s an investment in the future of both businesses and the planet – one that makes sense.