REFLECTIONS ON SUSTAINABILITY’S MEANING IN ORGANIZATIONS

ABSTRACT

Adopting an institutionalist perspective on the construction of the meaning(s) of sustainability for organizations, we argue that this polysemic concept is linguistically employed in diverse fields with the intent to provide legitimacy. We apply the semiotic model of the institutionalization process to the concept of sustainability, highlighting its linguistic-social construction in two ways: as denotation and connotation. We then discuss the departure from the objective nature of the concept to its mythical-rational nature in which the separation of doing, saying, and meaning transmute its semantic content. Sustainability is, then, understood as another institutional pressure to which organizations need to respond, and they usually do so strategically through acceptance, adaptation, or contestation. Thus, even if certain actors aim to institutionalize sustainability as a denotation, its connotation fluctuates due to convenience or lack of clarity on how to operationalize it in organizations.

Keywords:
sustainability; construction of meanings; semiotics; institutional theory; (denotational and connotational) institutionalization