Sustainability in Troubled Times

GLOBALIZATION
By Dan Bowman
Within the world of British entrepreneurs, Sir Richard Branson
clearly catches the eye. The mogul is a throwback of sorts to
an era of eccentric innovators who, although not removed
entirely, find themselves surrounded by stereotypical CEOs.
With his trademark flowing locks and hatred of ties, Branson
openly admits to being as comfortable kitesurfing as he is in
the boardroom. Even though he is recognizable the world
over, courtesy of the multi-branched Virgin corporation brand,
Branson’s business acumen has him ranked among the globe’s
wealthiest individuals.
But for Branson, the privileges he is afforded by his company’s
success and longevity – including his own private island,
Necker, in the aptly named British Virgin Islands – come with
a responsibility to give back to the planet. And the buccaneering
billionaire does so in no small way.
“It seems entirely straightforward to me that we should
take from the planet and give back,” he says. “For me, it’s a
choice to do that, of course, but more than that, it feels a real
responsibility.”
One of the more lasting – and unusual – global initiatives that
Branson had a hand in setting up was an organization known
as The Elders, which was formed in 2007 after the entrepreneur
held discussions with rocker and fellow Brit Peter Gabriel,
plus former South African Head of State Nelson Mandela. The
Elders call themselves “independent global leaders working
together for peace and human rights” who look to use their
prominence to find solutions to a host of the world’s biggest
problems – from climate change to poverty and HIV / AIDS.
Over its 10-year lifespan, this group has included among its
members some of the world’s most famous statesmen and
activists, such as former UN Secretary-General Kofi Annan,
former Director General of the World Health Organization
Gro Harlem Brundtland, and former Archbishop of Cape Town
Desmond Tutu.
Branson said of the initiative, “There will always be skeptics
of any positive initiatives, but these are people giving up
their time for nothing. Most individuals in the world would
welcome a group of people who are above ego, and that’s
what we will be.”
His guiding role in The Elders’ origins is indicative of the
businessman’s hunger to surround himself with the great
and the good of geopolitics, and to feed from their collective
experiences as world leaders.
“I’m learning all the time,” agrees the 66-year-old. “I love to
learn. For me, it’s all about broadening your horizons, discovering
different new things, and finding people who are better
than you to do the things that you’re not good at. Then that
frees you up to do the things you are good at. It also helps
keep your mind active. And I suspect that’s why Virgin’s gone
into so many different areas – it’s my inquisitiveness and my
desire to learn.”
Around the same time as The Elders began, the Virgin founder
had already capitalized on his brand’s standing by launching
Virgin Unite – the corporation’s charitable arm.
“I now spend the majority of my time working with Virgin Unite
to make a positive difference in the world. From supporting
projects that I’m passionate about, such as being an advocate
for gay rights, to drug policy reform, to using my voice and that
of the Virgin Group to shine a spotlight on issues that I believe
are unacceptable, such as poaching and the death penalty.”
Another issue that Branson is keen to remind us affects every
living person on Earth is climate change. In 2006, he made a
high-profile pledge to invest $3 billion in the fight to combat
global warming, committing the entire profit margin of all
of Virgin’s travel firms – from airplanes to trains – over 10
years. This was followed by Branson creating Virgin Fuels, a
dedicated wing of the Virgin brand that invested $400 million
in developing biofuels.
As someone who lives on a Caribbean island susceptible to the
dangers of increasing sea levels and marine pollution, there is,
of course, a personal reason behind Branson’s championing
of ecological causes. But on a wider scale, the business leader
has long made it his mission to pass on the best world possible
to future generations.
“I’ve long been involved in ocean conservation and species
preservation work. My travels have allowed me to see some
beautiful parts of the world that have been ruined by ocean
pollution, drilling, irresponsible fishing practices, and cruel
practices such as shark finning. Much of this can be stopped
with education and advocacy, which is why you’ll see me swimming
with sharks and whales and supporting organizations
such as Greenpeace and WildAid. OceanElders was formed in
2010 by Dr. Sylvia Earle to bring together people (such as Jean-
Michel Cousteau, Queen Noor, Neil Young) to raise awareness
and support organizations that protect the ocean,“ Bransons
said recently in an interview with the Real Leaders magazine.
“I’m passionate about life, and so I’m as interested as I was 30
years ago,” he says of his attempts to support charitable causes
across the globe. “I always think that with anything that has
been successful – not just things that I have been involved
with – there’s an obvious labor of love for those involved. I
am passionate about all my projects because if I’m not passionate
about it, why would anyone else be positive about it?”
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