This document discusses how language influences how sustainability stories spread or don't spread. It explores language as a virus and how words, syntax, tense, body language, visuals, and other elements impact communication. The document outlines 7 "deadly sins" that inhibit sustainability messages, such as being too technical, jargon-y, or disconnected. It provides case studies of how companies like Levi's, Tiffany & Co., and Pope Francis effectively framed sustainability narratives. The document proposes language techniques like pausing, active listening, and focusing on benefits to boost understanding. It describes visualization and empathy mapping exercises to craft more powerful messages tailored to different audiences.