The imperative of undertaking these measurements in organization and environment studies is
undeniable and yet we are well served by casting a critical eye to what are actually being measured
and its place in organizational and environmental processes. In the case of the measurement of organizational
environmental performance, we may learn from George Box’s old statement “all models
are wrong, but some are useful” (Box 1979, p. 202). All measurements are wrong in that they are
likely to fall short of capturing an exact picture of the environmental impacts from organizations.
However, to talk about the environmental impacts, to answer the important “so what?” question in
organizational cultural change studies, environmental evidence is more useful than organizational
proxies for greening. The challenges in ascertaining or documenting quality environmental data for
these are real and will necessitate coordinated efforts and commitments by organizational and environmental
researchers to identify potential existing data sources or even collect new data.