Big data, referring broadly to, “the ability of society to harness information in novel ways to produce useful insights or goods and services of significant value” (Mayer-Schönberger and Cukier, 2013, 9), has been heralded as, “the next frontier for innovation, competition, and productivity” (McKinsey Global Institute, 2011, 1). Despite these claims, a review of literature that highlights big data’s revolutionising effects across sectors and industries revealed that environmental sustainability is largely not yet part of the popular lexicon of big data in action. This study addresses this gap. By interviewing 14 organisations across sectors, I examine how big data is perceived, employed, hindered, and enabled. I conclude that while big data adoption has broadly been slow to coalesce with sustainability efforts, emerging factors such as collaborative partnerships and business model innovation are positioning big data to become an integral element of environmental sustainability and vice versa.