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Big Data is a big deal. But it’s not the Be All and End All.

Just because you can analyze everything, doesn’t mean you should.

Or that it will help you solve your problem.

Here’s Part 7 of my co-authored series on Sustainability Metrics Pitfalls for Greenbiz.com.

Dodging Big Data’s big problems

Many people are very high on Big Data. Perhaps they are right to be. Like many of the earlier pitfalls, but even more so here, are there things this super-powered use of numbers might be blocking us from seeing? As Big Data lets the forest become more understandable (both metaphorically and literally), will we miss more lessons from the trees?

The increasing emphasis on data, technology and efficiency will not make it any easier to ignore the still commonly downplayed social and equity side of sustainability. But perhaps, if privacy and the other above concerns with Big Data are faced with foresight, creativity and an enhanced sense of fairness, we might find that they actually help us move towards sustainability, surprising the skeptics among us.

And then we might possibly avoid the common fate of earlier breakthrough technologies: one step forward, followed by a half step back — at the least.