The research team—consisting of Steven LI Xuwen (Year 2 PhD student in Environmental Science, Policy and Management), alongside Prof. Keith CHAN and Prof. Quentin MOREAU (Assistant Professors in the Division of Environment and Sustainability (ENVR))—has been awarded the Best Full Paper Award in the Sustainable and Responsible Business track at the British Academy of Management (BAM) 2026 Conference for their co-authored paper, “Greenhushing and Reputational Threat: Theory and Evidence”.

The study investigates a compelling paradox: why do some of the most eco-friendly companies hide their green initiatives? Diving into the phenomenon of "greenhushing," the team utilized 20 years of global data to reveal a surprising trend. While early-stage sustainability efforts typically lead to increased public disclosure, highly active companies eventually go quiet. Notably, firms with strong environmental reputations are especially likely to downplay their achievements to avoid heightened public scrutiny and potential reputational risks.

These findings suggest that policymakers should design more robust ESG reporting standards that encourage transparency rather than penalize it. For investors and consumers, the takeaway is clear: a company's true dedication to sustainability cannot be judged solely by its public claims.

This achievement marks the second consecutive year that ENVR scholars and students have been recognized at the BAM Conference, one of the UK's most prestigious annual events in the academic field of management.

Congratulations to the team on this outstanding achievement!