In this study it is argued that the corporate pursuit of sustainability calls forth attitudes in the business world which seem to integrate economic, political and moral issues. The quest for sustainability calls forth reflection and reorientation in business life concerning visions, goals, role in society and practices. Evidence from two cases of corporate communication seems to indicate that the "language of sustainability" implicates a certain reorientation in business life. Whether this reorientation is merely "rhetorical" rather than "real" is not discussed in this paper, but when people use language, they are not merely saying things but also doing things. By doing things with words, language does not only mirror a certain reality it also has constitutive power.
Erik Hölzl (ed.) Fairness & Co-operation, 2000, p. 219-223