The closed executive masterclass WARM UP HUSH UP 2026, held on March 20 in Belgrade, opened a question that is increasingly moving from the communications into the business domain: when to talk about sustainability, how to do it credibly, and at what point silence becomes a reputational risk.
In the context of increasing scrutiny of ESG claims and growing corporate caution, the focus is shifting from the message to its sustainability. It is no longer enough to know what to say, but whether what is being communicated can withstand serious verification.
Unlike traditional conferences, this format brought together a limited number of senior professionals from marketing, communications, ESG, CSR, HR, and corporate affairs functions, with the goal of concrete exchange of experience and decision-making. Sustainability here was not treated as a narrative, but as an operational challenge requiring clear criteria and cross-functional collaboration.
The program was led by Solitaire Townsend, co-founder and chief solutionist of Futerra, Dr. Tamara Vlastelica, full professor at the Faculty of Organizational Sciences, University of Belgrade, and Jamie Rusby, a sustainability expert with experience in companies such as IKEA Group and VELUX Group. Through the Hide, Pride or Slide framework and practical work in the Executive Decision Lab format, participants analyzed the dilemmas between greenwashing and the increasingly present greenhushing.
Greenhushing, or the withdrawal from sustainability communication due to fear of criticism or regulatory pressure, was identified as a growing problem. In such an environment, companies increasingly opt for silence even when they have real results they could communicate.
“Sustainability ROI means that we view sustainability as business value and as an investment that strengthens the long-term resilience of business, community, and employees. The key question for every organization is who it truly creates value for and what its real value proposition is. When that value is clear, relevant, and authentic, companies do not have to remain in the ‘hide’ zone, but can move into ‘pride’ – into responsible and credible communication based on substance, not surface,” said Solitaire Townsend.
The workshop offered concrete tools for assessing the readiness of ESG claims, aligning different functions within the organization, and making more confident communication decisions. This is precisely where the difference of this format lies: the focus is not on inspiration, but on applicable frameworks and internal processes.
“Our idea was to help companies communicate sustainability responsibly and to make communication decisions thoughtfully and effectively, so that their impact is both visible and substantive. WARM UP HUSH UP 2026 was a call for authentic and credible communication that does not hide, but is rightfully highlighted,” said Tijana Adamov Ignjatović, founder of the platform Kampanje sa svrhom and the initiative Žute Pantalone.
One of the key conclusions relates to the need for deeper organizational change. ESG is no longer a separate communication topic, but a matter of business strategy that requires collaboration between marketing, legal teams, HR, and ESG functions.
“Increasing regulatory pressure on green claims, growing consumer skepticism, and the politicization of ESG topics have led some companies to hesitate in communicating sustainability, and even to withdraw from their commitments. This is an understandable, but long-term risky reaction. The structural drivers of climate action, energy transition, and demand for more sustainable products remain strong. Companies that will succeed in this environment will be those that do not succumb to silence, but continue to innovate, strengthen resilience, and invest in clear and credible communication frameworks that can withstand scrutiny and preserve trust,” said Jamie Rusby.
If there is a common denominator across all discussions, it is the shift from communication as visibility to communication as a consequence of real readiness. The credibility of ESG no longer depends on how the message is formulated, but on how ready the organization is to stand behind it.
