Editor’s note: This is your weekly installment of images from Douglas Gayeton and Laura Howard-Gayeton’s Lexicon of Sustainability. We’ll be running one image every Friday this winter, so stay tuned. If you have your own sustainability terms, you can add them yourself to the Lexicon of Sustainability.

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Can a new word change an entire industry?

Yes. When consumers first heard the term “cage free” eggs, they voted with their wallets at their local supermarkets and much of industry has been forced to change its practices. Will it happen again when they learn about “free range” and “pasture raised” eggs?