This post first appeared as a “cornerstone” chapter in Greener Data v.2. It represents a collaborative research effort, featuring input from several key thinkers on the need to develop a new kind of business case for sustainability, one that encompasses operational risk and social benefit. It is reproduced here to mark Earth Day. To celebrate the day, and 20 years of marketing innovation, publishers of Greener Data v. 2, Jaymie Scotto and Associates, is offering a digital version of Greener Data v.