The new economic reality IBM

The new economic reality has more rapidly advanced the logic of corporate sustainability management. The pennies are dropping at once and all over: integrate sustainability to make it sustainable and profitable or carry a token CSR programme that incurs incremental cost, creates no new business value and whose PR value too is rapidly commoditizing. Its a no brainer. But its a big brainer to implement.
You see, the dirty little secret of corporate social responsibility is, as we have all known for years, the trade off and optimization analysis required to drive serious decisions such as for carbon, recycling & packaging performance is complex. But rather than throw the problem to the Operations Research department; it has instead been parked for too long with the PR group who busied themselves writing attractive CSR reports and thinking about crisis preparedness and reputation management. Much less creative thought has gone into operations planning for sustainability and now IBM exposes the woeful state of the information gap for sustainability optimization planning amongst its surveyed group: