Clean Shipping Index Death Match: Richard Branson vs. Sweden

The guy who's made space tourism a reality is pit against the homeland of IKEA over....an index.

By Ryan Skinner (email)

So, despite coverage from a handful of major news organizations, Richard Branson's own clean shipping index seemed to kind of tank. The industry itself seems to think it, well, sucks.

Into the breach comes....Sweden! A couple of scientists from Sweden have apparently constructed their own comparative green shipping index. And, unlike the usually ever-so-media-savvy Branson, they made a little video about it. My response on seeing it: Neat-o!