For business, the buzzword of 2008 was “sustainability”. Never properly defined, it meant different things to different people, which of course added to its charm. In part it was a new way of packaging the clumsy old “corporate social responsibility” (CSR). And it added a virtuous green dimension: sustainable business would help to save the planet. So companies appointed chief sustainability officers and printed (or, to avoid felling more rainforest, electronically distributed) sustainability reports full of photographs of green fields and blossom.