Caitlin Graham | Director of Media
After a decade-plus in marketing and communications, I started to become more aware and concerned about our climate crisis and I leaned into tackling fear with education.
In 2024, I completed a fellowship with Terra.do: Climate Change Learning For Action, with intentions for a complete career change to focus on climate solutions. What I realized is that I didn't need to leave marketing to save the planet because every job can be a climate job.
Climate scientist, Dr. Katharine Hayhoe famously said that the most important thing you can do to fight climate change is talk about it. Yet, despite global consensus on the crisis and a wealth of available solutions, the conversation is actually fading.
Media coverage on climate change is down 14% in 2025 vs. the previous year. And, according to a 2025 UN Global Compact-Accenture CEO study, over 88% of CEOs see a stronger business case for sustainability, with 99% planning to maintain or expand commitments, while only about half are comfortable communicating their progress publicly.
From Greenwashing to Greenhushing … to GreenShouting?
This silence has a name: “greenhushing”. It is the corporate practice of downplaying sustainability goals, even when progress is genuine. In many ways it is a defensive overcorrection to the fear of “greenwashing”, making misleading environmental claims.
Companies are so afraid of being called "imperfect" that they’ve stopped being transparent altogether.
As with any great challenge, the fear of not getting it “perfect” can hold us back from getting started. However, as astronaut Christina Koch reminded us upon her return from the Artemis II lunar flyby mission, we on planet Earth are a crew. We are “inescapably, beautifully, dutifully linked” to row in the same direction with a responsibility for our shared home.
Earlier this month Creatives for Climate and B Lab introduced the concept of GreenShouting: honest, evidence-based communication that’s clear about progress and challenges.
At Loudr, empowering humanity begins with accountability. We’re starting our journey by being vocal about where we are today, because saying it out loud is the first step toward doing better.
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We’re auditing across the agency to measure our current footprint.
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We’re vetting vendor partnerships with a lens on sustainable practices, ensuring our relationships reflect our purpose.
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We’re staying plugged in on how to use AI responsibly, leaning on tools and resources like Prompt-Zero and AdNet Zero’s AI x Sustainability Resource Guide.
We’re also here to help our partners confidently navigate their sustainability journey and opportunities for greenshouting, with the understanding that doing good is good for business, people, and our Earth.
Ready to talk? Here’s where to start.
If you’re looking for ways to get started, here are a few resources to support your climate action journey:
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Read/ Listen: What if we get it right? Pick up the newly released paperback or download the audio book for interviews with Dr. Ayana Elizabeth Johnson and visionaries from across industries from agriculture, architecture, fashion, finance, media and more.
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Measure: To better understand your business's impact, consider completing a free B Corp assessment. B Corp is a movement to use business as a force for good, measured by a Triple Bottom Line: People, Planet, Profit.
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Discover how your current job IS a climate job by downloading an action guide from Project Drawdown for your industry and job function.
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Level up your advertising practices: follow ad net zero and explore ways to implement the Ad Net Zero action plan.
Perfection shouldn't be the price of entry.
Let’s take the first step, start talking, collaborate on solutions, and share our wins and losses as we go. Doing good is good for business, but talking about it honestly is how we move forward together.
