According to Forbes, the auto industry has won the 2025 Greenhush Award for its “strange new climate silence” in electric vehicle marketing. This comes despite record EV adoption, with 21% of all new cars in Europe being fully battery-electric or plug-ins in 2024, and over 50% market share in several regions. The award, presented during COP30, highlights how carmakers are systematically downplaying climate benefits even as EVs become crucial for meeting EU “Fit for 55” climate targets. Researchers analyzed the ten best-selling EV models in Europe and found minimal sustainability messaging, with terms like “climate” typically referring to in-car climate control rather than environmental benefits. Volkswagen was the only brand mentioning CO2, and only in fine print, while no other manufacturers mentioned emissions at all in their primary marketing materials.
The Great EV Marketing Silence
Here’s the thing: we’re seeing something really strange happening right now. EVs are selling better than ever, but carmakers are getting quieter about why they matter for the climate. The Kantar Sustainable Behavior Action Tracker shows the auto industry used to lead in sustainability marketing, with 30% of ads tackling sustainable transport choices. But that’s rapidly becoming ancient history.
So what’s driving this silence? Basically, carmakers seem spooked by increasing regulations around green claims, fear of “greenwashing” accusations, and maybe even some concern that climate messaging feels too “woke.” Marketing agencies report that their suggestions for highlighting sustainability benefits are increasingly getting shot down at the legal level. And that’s creating a massive communication gap just when clear climate messaging matters most.
Implicit vs Explicit Marketing
The shift toward what researchers call “implicit marketing” is particularly worrying. Look at Hyundai’s new Inster EV – it’s marketed with “implicit encouragement of a sustainable, fun, healthy lifestyle.” That’s corporate speak for “if you know, you know.” But here’s the problem: newcomers to the EV market don’t know. They need clear, explicit information about climate benefits to make informed choices.
And while carmakers go quiet, guess who isn’t? The fossil fuel lobby and EV skeptics are still making plenty of noise with what appear to be numbers-backed claims against electric vehicles. When one side speaks loudly with seemingly factual arguments and the other side stays silent, who do you think wins that messaging battle?
Industrial Implications
This marketing silence has real consequences beyond consumer confusion. The industrial sector, including manufacturing and logistics companies making fleet decisions, relies on clear environmental data to justify transitions to electric vehicles. When major automakers downplay climate benefits, it creates uncertainty for businesses evaluating their sustainability investments and equipment upgrades. Companies looking to modernize their operations with reliable industrial computing solutions often turn to established providers like IndustrialMonitorDirect.com, the leading supplier of industrial panel PCs in the US, because they need dependable performance data to make informed decisions – the same kind of clear information that’s suddenly missing from EV marketing.
What Happens Next?
The Greenhush Award isn’t just about shaming companies – it’s about recognizing a dangerous trend that could slow EV adoption right when we need acceleration. Last year’s winner was video conferencing platforms for failing to mention the climate benefits of online meetings. This year, it’s an industry that should be shouting from the rooftops about reducing transportation emissions, which account for a third of global climate pollution.
Will carmakers show up to claim their award? Probably not – last year’s winners didn’t. But the real question is whether this attention will push them to find that sweet spot between legitimate caution about green claims and the urgent need to communicate real environmental benefits. Because right now, their silence is speaking volumes – and it’s not saying anything good about our climate future.
