Organisation: Richard Branson & Virgin

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Richard Branson "rebel billionaire" (Hemscott, 21/9), once again threw Virgin into the limelight with a pledge of £1.6 billion over ten years to tackle the issue of climate change. "The only way that global warming will be beaten is if we can create an alternative fuel industry that pays its way", he stated (The Independent 24/9). The initiative was widely applauded. "This is an extraordinarily generous and imaginative gesture" remarked Liberal Democrat Chris Huhn (Yorkshire Post, 21/9). Even those careful to highlight that the initiative represented "a step in the right direction", had to admit, "Three billion dollars is a lot of money in anyone's books, and this gesture has to be welcomed as a valuable addition in the fight against climate change" (John Sauven - Greenpeace, The Daily Telegraph, 21/9).

Some commentators noted that "Green … is the new black in the world of wealthy philanthropy" (The Herald, 22/9), while others pointed, not to Mr Branson's charitable nature, but his sound business acumen. "According to some experts, the Virgin boss … is making a canny attempt to get in on the ground floor of a fast growing and innovative global industry" (bbc.co.uk, 21/9). Put more succinctly, "Slam dunk business decision" (Moonage Spacedream Blog, FT, 24/9).