orientate

orient, orientate, verbs.

Both words are used (especially in the adjectival forms oriented and orientated) with the same meaning ‘to place in a particular way in relation to the points of the compass’ and ‘to establish one's bearings’: (orient)

• Man needs relations with other people in order to orient himself —R. May, 1953

• In a youth-oriented society for a woman to grow old means to run the risk of being ignored —A. Hutschnecker, 1981

• (orientate) Kant's own philosophy was undeniably orientated towards problems that lay at the heart of the philosophical enterprise —P. Gardiner, 1988

• Many of the region's market towns have experienced difficult times brought on by changes to agriculture and rural life, as well as commercial pressures driven by the evolution of an ever more consumer-orientated society —Yorkshire Post, 2007.

These examples show how commonly the words are used in abstract or figurative contexts, and as the second element in combinations preceded by a noun (youth-oriented, consumer orientated). There is no meaningful criterion for choosing between them, except that orient is shorter and therefore less cumbersome in some contexts.