Ever since the first cavemen worked out how to turn flint and sticks into axes and spears, the battle between technology and the environment has had only one winner.

The kneejerk reaction to current environmental damage and resultant climate change is to do the cause-and-effect calculations, and attempt to remove the technological causes of what all but the most shortsighted Clarksonistas regard as imminent catastrophe.

But while it makes sense to limit carbon emissions and move away from unsustainable agriculture there is a danger that some environmental lobbyists are tarring all technology with the same brush. There seems to be a growing feeling that technology got us into this mess and retreating from it is the only way of saving ourselves. But sadly it is not that simple. As just one example, I was speaking to an agricultural scientist recently who explained that organic food is great, but if the whole world suddenly stopped using environmentally damaging pesticides and fungicides millions of people could starve.

This same Catch-22 narrative is repeated again and again whenever you consider a return to more environmentally-friendly non-technological practices, and that is even before you consider the problem of convincing millions of people to give up comforts, such as cars and air travel.

The fact is they won’t listen, or certainly not in large enough numbers, which leaves only one viable course of action: we have to find ways to reduce environmental damage without drastically changing our way of life. And it is here that technology, and in particular IT, becomes the solution rather than the problem.

If increased use of aircraft and cars has accelerated climate change, then new communication technologies and tools can reduce the need to travel without causing irredeemable damage to modern business. Similarly, if supply chains are arguably the biggest cause of corporate pollution, better supply chain manageme nt and business process optimisation software can dramatically increase efficiency while also saving a lot of money for companies.

Meanwhile, IT departments can help to pioneer new microgeneration technologies such as solar panels and wind turbines. And they can show how effective the market can be as a mechanism for tackling environmental problems when customers lobby hard enough for greener products, such as energy-efficient servers.

IT chiefs should also note that the pioneering of green initiatives not only helps to save the planet but also bolsters career prospects, now that the environment is a board-level issue.

After centuries when it was always easier to ignore concerns about the environment, the current shift in public opinion means that for businesses and individuals alike, being green is finally good for you.