“Companies don't operate in isolation: customers, suppliers, policymakers, investors, and an entire industry of competitors act as an ecosystem that will adapt to new standards.”
Part Two: Chapter 9Sweat the Big and Small Stuff
By Holly Branson
It's rare to find me, Marc, and Craig in the same room. So what better time to tell the two of them about Virgin Atlantic's sustainability initiatives than on our flight to visit a WE Villages community in rural India? If we couldn't be in the same office, at least we were in the same cabin.
People often tell me: “I'd love for our company to be more sustainable—but it's just too expensive.” So while starting dinner at 35,000 feet, I wanted to explain the significant and sizable challenges faced by the airline industry, as it has been an intensive but fascinating journey for our airline Virgin Atlantic and one that I am asked about a lot. But I also wanted to show that sustainability doesn't always have to be costly or for that matter complicated to achieve. In fact, investing in purpose-spurred initiatives, the small ones just as much as the grander ones, can save you money—which you can reinvest in other sustainability projects.
If you're interested in aviation (yes, all you plane spotters out there!) or want to learn more about sustainability within large industries (you may be part of one), I hope you'll discover something new ...
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