Richard Branson on Sustainability

Business legend Richard Branson describes 'sustainability' as "methods of power generation that help to preserve the Earth's natural systems." He calls on entrepreneurs to get involved.

What's the Latest Development?

The setback dealt to the nuclear power industry as a result of Japan's Fukushima nuclear crisis got business legend Richard Branson thinking about what sustainability really means. "I use the word 'sustainable' to describe ways of supplying energy that will remain productive over time and protect ecological diversity," he says. Branson is especially impressed with wind energy farms in the U.S. which are beginning to produce more electricity than traditional coal fire plans. 

What's the Big Idea?

As a result of the Fukushima crisis, countries such as China and India are reconsidering plans to build new nuclear plants, a sea change in policy that could force major economies to rely longer on coal fire technology. Enter the entrepreneur, says Branson. "If entrepreneurs go into the field of renewable energy for the right reasons, along the way they are likely to create some very exciting new technologies and successful new businesses." All businesses, no matter their industry, must try to reduce adverse environmental effects, he says.

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