GEF

Unit 10  |  Toward a Sustainable Future 222 cutting edge for their growth and development. Companies have found that integrating triple bottom line methodology into their business model provides them with a competitive advantage while aligning their business with ecological pro- cesses and keeping down fuel and materials costs. Many companies are following the triple bottom line approach to increase their profitability, social responsibility, and environmental stewardship. Virgin Atlantic Airways is one company that has prioritized corporate social responsibility by promoting energy efficiency in its airplanes and operations as well as funding environ- mental and social development programs around the world. Beginning in 2012, Virgin Atlantic has taken part in the EU Emissions Trading Scheme, meaning that they need to buy per- mits to emit CO 2 and that any growth in CO 2 emissions from aviation need to be matched by reductions in other sectors. The company also invests in development programs for rural African communities that are already dealing with the negative impacts of climate change, such as unreliable water supplies and decreased agricultural productivity. ?  DID YOU KNOW The Body Shop, an interna- tional beauty and cosmetics company, was founded in England in 1976 by Anita Roddick, a human rights campaigner and social activist. The company has maintained a commitment to environmental protection, human rights, and social awareness that has become strongly associated with the Body Shop brand. The com- pany engages in fair trade agreements with suppliers, such as sugarcane growers in Ecuador who produce organic alcohol for perfume. Thanks to increased income due to fair trade agreements, these rural communities have been able to upgrade equip- ment, institute worker safety improvements, and offer educational opportunities for local children.