1 Business and Environment, Aarhus School of Business, Aarhus BSS, Aarhus University2 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University3 Marketing and Sustainability, Aarhus School of Business, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University
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