The world, and as a crucial part of it, the business domain, is under the scrutiny of society and social actors that, in recent years, gained the power to become a judge of organizational legitimacy in deciding about a company’s “social license to operate”. Positively speaking, society and its related discourse have a sympathetic ear for the needs of the people, shaping the values of the public. For companies, the verification of the underlying hypotheses of this dissertation shows the need for acquiring a “contextual sensitivity” that relates to public discourse and the discursive shifts that happen in society concerning the business world and its responsibilities.