John Elkington, the founder of SustainAbility, has recently called integrated reporting, in which a company reports on its financial and nonfinancial (e.g., environmental, social and governance) performance in a single integrated report, the "Holy Grail" of corporate reporting.

Toby Webb, the founder and publisher of this magazine, recently opined, “It now seems inevitable to me that the notion of integrated reporting will gain increasing credence in business” although he also cautioned, “I think it’s quite a way off, perhaps five years, before we see it done really well, or beginning to be.”

We agree with him on the inevitably of integrated reporting, but are worried that he may also be right about the time frame.

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