Tweeting about Sustainability : the Jargoniest Sin.

Advertising Age named sustainability one of the “jargoniest jargon” words of 2010 that they “wish you would stop saying,” together with Touch Points or 360, among others. I don’t agree with this and I don’t think people should stop using the word sustainability. On the contrary, we all should be pursuing a more sustainable business, life, career or even relationship! I agree that the concept of sustainability is elusive, sometimes misused and unfortunately abused.

And it’s up to us, sustainability practitioners, to help clarifying the concept and using the word in an appropriate and relevant way. Technically, CSR, ESG or SRI, main components of a successful corporate sustainability strategy, could qualify for Jargoniest Jargon Acronym of the year contest, but that’s another story…

As far as I’m concerned one of my commitments for 2011 is to contribute, with this blog and my twitter account @carbonimpact, to a better use of the word sustainability. For example, I’ll try to further define the concept of sustainable career, explore the role of middle management in the execution of corporate sustainability strategies and analyse how sustainability management software can effectively support companies.

One last thing, the original meaning of jargon was “making a twittering sound or noise“, then I imagine that tweeting about sustainability must be the jargoniest thing ever! One of my favourite “tweeting sustainability experts”, John Friedman, @JohnFriedman, didn’t miss the irony but we both agreed that we’d keep on tweeting about sustainability!

 I wish you a sustainable 2011!

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