Sir Richard Branson’s next mission: combating climate change.
The billionaire British entrepreneur announced his latest initiative, Planetary Guardians, at a news conference Monday while in New York for the United Nations General Assembly.
The coalition includes 14 world leaders who will take what they’re calling a “whole planet” approach to “safeguard” Earth. The diverse group includes actor Robert Redford, activist Jane Goodall and Juan Manuel Santos, the former president of Colombia.
“If you can’t measure something properly, you can’t fix it,” Branson told NBC News in a wide-ranging interview at his new flagship Virgin Hotel on Tuesday. “The idea is that we will measure the nine principal planetary boundaries every year … how many are the rainforests? Exactly where are we with climate change? Where are we with species disappearing in the world … and we can try to make sure we can push the world into trying to address them.”
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Read the full story on NBCNews.com here.
