Silent Nature Becomes Normal

This article examines the state of normalization of the environmental issue in Swedish organizations. This is investigated through an examination of statements in annual reports and the use of actor-network theory. This article suggests that the environmental issue is becoming normal in organizations by referring to present organizational activities. By coining the idea of linguistic actants, the article highlights the fact that words, expressions, and concepts can be viewed as actors in the greening process. The study illustrates that choosing the right concepts as allies is crucialfor organizations trying to turn the environmental issue into a normal business issue.