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“Environment is not a special, short-term project, not a fad or flavor of the month,” says Balta. IBM pursues opportunities in and out of the company, including “making brown green:” reducing waste in its business and industrial processes around the world; designing intelligent networks to improve the efficiency of electrical utility operations; developing systems for mitigating traffic congestion in cities; launching a Big Green innovation business unit; and creating an Eco Patent Commons, enabling users the free and unrestricted use of IBM technologies that help solve environmental challenges.

“We’re trying to find the sweet spot between social, economic and environmental areas that define sustainability, because at the end of the day if any one of those three legs of the stool aren’t available then the model itself falls down.” says Mark Buckley.

British Telecom is tackling three interdependent areas, says Kevin Moss: sustainable economic growth, climate change and creating a more inclusive society.