How Greenhushing Backfires & Barbell Boomers Are Driving the Economy: ISPA Conference 2025 Unwrapped

When silence on sustainability speaks louder than words—and boomers quietly steal the economic spotlight—you know it’s time to rethink everything.

In this episode of The FAM podcast, host Mark Kinsley recaps big takeaways from the 2025 ISPA conference in St. Pete’s, featuring fresh insights from Scot Case, VP of Sustainability at the National Retail Federation, and economist Dr. Christopher Kuehl of Armada Corporate Intelligence.

Episode Summary:

Mark takes us behind the scenes at ISPA 2025 where the talk of the conference was “greenhushing”—the risky new cousin of greenwashing.

Scot Case explains why being eco-silent may cost you consumer trust, while economist Dr. Christopher Kuehl breaks down the "barbell economy," proving that boomers are now powering home-related spending.

From AI-powered green shopping to emotional consumer decisions, this episode flips traditional retail thinking on its head.

3 Key Takeaways:

1. Greenhushing is a PR Risk: Saying nothing about your eco-efforts can be just as damaging as saying too much.
2. Boomers Are the New Power Buyers: Forget what you heard—older generations are investing heavily in home comfort.
3. Sustainability = Quality: Durable goods aren’t just better—they’re now seen as more eco-conscious, especially in the mattress industry.