A new initiative launched today, founded by Sir Richard Branson and Jochen Zeitz to galvanize the business community to ‘prioritise people and planet alongside profit’.

“As business leaders, we know that what we’re proposing will be a challenge, or even an affront, to many of our colleagues and competitors,” they said. “But we’re confident that those who choose to work with us will see that in the long run what’s better for the planet and its people is also better for business.”

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