Language has incredible power to influence thought, and vice versa. Research shows how culture and language can dramatically impact perception and thought around concepts such as time, space, color, and even the characteristics of inanimate objects. It’s not an illogical leap to conclude that calling an effort corporate social responsibility, or sustainability, or citizenship, will dramatically impact the attention and resources dedicated to the effort or the perception of its value to a given stakeholder group, say, investors.

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