IBM has wrapped up nine days of debate in central London on the subject of sustainability concluding that just appealing to the good nature of companies is not enough.
Big Blue has attracted some of the great and good to its event and received the backing of Prince Charles for its determination to encourage sustainability but recognises that being green has to be accompanied with business opportunities.
Stephen Leonard, general manager IBM UK & Ireland, said that it had come out of the conference with a clearer picture of the state of attitudes towards green.
"What is clear, is that solely appealing to orgainsations' and individuals' conscience on environmental issues is not working," he said.
"Progress can only be made where positive sustainable outcomes achieve tangible business benefits," he added.
A summary of the debates will be made available but there is a feeling that for the channel there could be an opportunity for it to get behind green technology early on.
"The world is moving to a low carbon economy," said Charles Hendry, minister of state for the department of Energy and Climate Change.