More revelations of corporate attempts to 'brand the planet' and associated terminology today. Prepare yourself for this one, it's a whopper: cement industry heavyweight LaFarge copywrites 'Sustainable'. Yep, that's right: SustainableTM.
I have to say, this initiative is second only to Bank of America's 'Commitment to Sustainable Business', which superimposes the bank's logo over an image of--ah yes--the planet.
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