The recognised principles for sustainable development are evident in the proposals of the Branson Corporations. To be sustainable three elements must be in place with similar strengths, Social, Environmental and Financial. The environmental element is obvious, the social element can be expected from a responsible employer who is funding a venture that is at least supportive to rural economies around the world, and financially it has to pay to be sustainable.

Branson’s example needs more work, yet seems to me to be streets ahead of many trans-national corporations. PR can be a good first step.

There is much more to do, and quickly if the benign global climate is not to become a luxury that is only memory. How long before global governments unite to requires the polluters to pay for the remedy. For example, the fossil fuel industries and users paying a carbon penalty to protect and restore rain forests or pay the real costs of developing the alternative technologies and behaviours that are required to halt climate change.

Current wisdom indicates that there is too little happening too slowly.

What is wrong with the UK media???

Well done Richard Branson.