On the corporate capture of "Sustainability"

Corporates love to call themselves "sustainable". It's the easiest way to suggest you're on the side of the angels.

According to this article, the company responsible for the devastating chemical pollution of Durban's air, water and soil, is "has been broadcasting glowing accounts about its environmental, health and safety “achievements” on the global stage over the past year — including apparent recognition by the Dow Jones and S&P Sustainability Index for “corporate sustainability excellence”. 

How could we teach students  literacy in the multiple appropriations of the descriptor "sustainable"?