Translating Sustainability

How does one find out what sustainability means? This chapter begins by outlining two distinct traditions in translation theory: the sociological and the literary. It then explores the origins of the concept of sustainability and examines how sustainability has been translated into various fields, particularly within the experience and service industries. By combining these two perspectives, the chapter introduces practical models designed to guide discussions and inform decision-making regarding the translation of sustainability. The chapter further analyses the theoretical outcomes of translation processes, presenting a context-sensitive analytical model that can be used to reflect upon and evaluate which translation approach is most appropriate in a given situation. It concludes by considering the practical implications of working with sustainability, offering insights into how organisations and managers can effectively structure and manage their translation efforts.