Making the Skies Green; At Virgin, we're trying to develop a new business model that factors in the complete cycle of energy use and carbon output.(Virgin Air Inc.)

Publication: Newsweek

Publication Date: 18-DEC-06

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Byline: Sir Richard Branson

IN 1972, A YOUNG SCIENTIST NAMED LAMES LOVELOCK WAS DEveloping a hypothesis of how the planet worked called Gaia theory. Lovelock's theory, named for the Greek goddess of the earth, was that life has not only adapted to our planet's conditions but shapes those conditions as well. It was scorned and ignored at first, but now Lovelock's ideas are the basis of our current understanding of global warming and the need to cut carbon emissions. At Virgin, we have been engaged for some years in trying to create a business model for the 21st century that takes into account the whole cycle of energy consumption and carbon output, in order to change...

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