Since the United Nations’ declaration of the Sustainable Development Goals (SDGs) in 2015, companies have increasingly integrated sustainability into their core business and marketing strategies. However, scepticism persists regarding the authenticity of these commitments, as some companies engage in greenwashing – exaggerating progress without meaningful action. Paradoxically, others genuinely contribute to the SDGs but deliberately under-report, a practice known as greenhushing, to avoid scrutiny or criticism. This under-reporting undermines timely tracking of progress, impedes stakeholder engagement, and limits the encouragement other organisations might derive from successful sustainability initiatives. Despite growing literature on sustainability reporting and marketing communications, efforts to consolidate insights and apply them to SDG-specific contexts remain limited. This conceptual paper bridges this gap by examining the factors contributing to greenhushing and proposing measures to mitigate it. By doing so, it provides a roadmap for managers and researchers to address under-reporting, ensuring transparent, impactful contributions to the SDGs.