Sustainable Language

Every so often the vocabulary of business adopts new words that filter into the mainstream business psyche. For example, the language of brands and branding is now commonly used and understood across a range of sectors- from universities to social enterprises to small businesses. Over the past year or two, the new vocabulary has brought in "sustainability," whether it is to talk about the environment or general business operations, about communities or the future. Google the term and you'll see that "sustainability" has 28 million definitions-only a few million short of the 34 million entries for "branding."

Read the entire article at brandchannel.com.