"We have to make it a win-win for all concerned." "Gaia capitalism", Branson has called his vision. Some pays for the snazzy Carbon War Room, a sort of green-tech Dragons' Den. Some goes into developing low-carbon fuels. A $25m investment went into the Virgin Earth Challenge, a prize for inventing something to suck up all the planet-wrecking carbon emitted by gas-guzzling industries like his own. E ight years ago, Richard Branson, the tie-loathing adventurer (as his Twitter feed has it) and figurehead of Virgin Atlantic airlines, Virgin Galactic space travel and so on, pledged to invest around $3bn (£1.85bn) in green technologies by 2016.
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