Richard Branson's "planetary ambition" for capitalism

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Richard Branson is calling for a more ethical way of doing business. Ethical capitalism. Or Capitalism 24902 as he has labeled it.
"Every single busines person has the responsibility for taking care of the people and planet that make up our global village, all 24,902 circumferential miles of it," he says in his new book.
The book Screw Business As Usual spotlights a few of the companies that already use his Capitalism 24902 principles:
  • Salesforce.com
  • GroFin by Shell
  • Kimberly-Clark
  • General Electric
  • Wal-Mart Stores
... a lot of evidence that "doing good really is good for business."