ICT environmentalism and the sustainability game

Over the past three decades, corporate branding has trended strongly towards environmental conscientiousness and green rhetoric, often heralded under the term “sustainability” – a broad and mutable rhetorical strategy that not only serves industry self-interest but is mobilized by civil society actors as well. This tension is especially apparent in the information communication technologies (ICT) sector. Employing Wittgenstein’s concept of the language-game, this article describes how sustainability has been deployed by tech companies, and how these efforts have also been contested – and strategically mobilized – by activist environmental non-profits and critical scholars seeking to reform tech sector practices. Combining environmental communication, political economy, and discourse analysis, we investigate the conceptualization and communication of sustainability as a discourse within and against the sector.