The Cost of Silence: New Nordic Agency Launches to Fight the Rise of “Greenhushing”
PRESS RELEASE, OSLO, NORWAY — MAY 9, 2026
Fearing greenwashing backlash and complex EU regulations, Nordic companies are increasingly choosing to stay silent about their sustainability efforts. A new specialised agency, Marketing Impact Studio, launches to help brands turn sustainability back into a growth lever.
OSLO — In an era of high-scrutiny and tightening regulatory demands, companies are facing a silent corporate epidemic: greenhushing. Terrified of being accused of greenwashing or facing complex audience expectations, many businesses are actively under-reporting or hiding their sustainability milestones.
However, new data reveals this "play-it-safe" strategy is backfiring. While the Harvard Business Review reports that only 8% of companies have actually rolled back their sustainability commitments, the Edelman Trust Barometer reveals that 53% of consumers interpret a company's silence as inaction or active concealment.
To bridge this trust gap, Nordic senior sustainability communications expert Ina Tuomala is launching Marketing Impact Studio (MI Studio). The specialised communications and creative agency is built specifically to help Nordic businesses navigate complex compliance, manage audience expectations, and communicate their sustainability and circular economy initiatives with confidence.
"I am constantly asked why I would choose to launch a purpose-driven agency in such a volatile, highly scrutinised market. My answer is simple: It is precisely because the market is difficult that we need to do this right now. We cannot let the fear of doing it wrong stop companies from talking about doing it right."
— Ina Tuomala, Founder of MI Studio
Turning Compliance into Commercial Value
With over a decade of experience as a writer and having led complex strategic communication and branding projects across the Nordics, Tuomala has seen firsthand how the fear of regulatory backlash has paralysed leadership teams.
MI Studio aims to change the narrative from defensive risk management to proactive communications and brand building. Specialised in sustainability, circular economy communications, and impact marketing, the agency combines strategic insight with hands-on creative production to ensure authenticity remains a company's strongest currency.
Navigating the Nordic Regulatory Landscape
As the EU’s Empowering Consumers for the Green Transition Directive and stricter national guidelines put pressure on Norwegian and Nordic boardrooms, the demand for highly experienced sustainability communicators is spiking.
"Communicating sustainability is no longer a task for the marketing department to handle on the side — it requires deep systems-level understanding," says Tuomala. "If you stay quiet, you lose your competitive edge. If you overpromise, you lose trust. MI Studio exists to help forward-thinking brands find that crucial sweet spot where data meets compelling storytelling to build value for both your business and brand."
Media Contact:
Contact: Ina Tuomala, Founder & Sustainability Communicator
Company: Marketing Impact Studio (MI Studio)
Email: ina@marketingimpactstudio.com
Website: www.marketingimpactstudio.com
