“ Virgin’s green ambitions mark a new departure for the transport, health and media empire. Its enterprises are usually premised on attacking an underserved consumer market in a way that enhances the Virgin brand. By contrast, the Virgin Green Fund, the group’s primary vehicle for alternative energy investment, is a financial business and has no consumer angle. VGF also seems to be a testing ground for a more collaborative and institutionalised approach to Virgin’s activities, with a greater emphasis on bringing in outside investors.
