Sustainability as an adjective.

While I have been interested in Corporate Social Responsibility (the s is now sustainability) for some time as a business major. I have recently noticed that sustainability is being used increasingly as an adjective in various business theories and concepts.

From sustainable communication to sustainable marketing, our foray into CSR can be eased through adapting our business practices. While I agree that CSR must become part of the corporate culture and be introduced at every level of the company/organization I am fearful that we minimize the importance of sustainability by attaching it as an adjective and using it as a type of shorthand into real and meaningful change.