Virgin's Richard Branson admits airlines must cut emissions or risk passenger 'guilt'

Virgin Australia won't say if it will match rival Qantas' pledge to eliminate long-term emissions but co-founder Richard Branson has admitted airlines must reduce their carbon footprints or risk a backlash from passengers. Branson, who owns 10% of Virgin Australia and is also behind Virgin Atlantic, said sustainability should be the number one priority for every airline and every company. "If any industry doesn’t get their act together on carbon, there is the risk that consumers will act badly against them – and they deserve to be acted badly against," Branson said Thursday. "It’s up to us companies to get our footprint down and down and down, so people don’t feel guilty," he said. <br/>