The other day, the chief executive of a well known global company did something unusual.

He said people should ask themselves if they really needed to buy something his group was famous for selling.

"It's definitely true that right now every one of us should think hard about whether or not we need to take a flight," said Virgin Group CEO, Josh Bayliss. He did not stop there in an interview with the Business Green news website on rising public pressure for companies to prove their green credentials.

Low carbon aviation fuel should be widely used one day, he said.

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