In a sign that the corporate sustainability movement may be entering a new dynamic phase, Sir Richard Branson and Jochen Zeitz, former chief executive of Puma and current director of Kering, today launched a new global collaboration to drive transformational change in the business sector. The B Team brings together an initial 14 leaders from major corporations around the world, including Unilever, Natura, Celtel, Tata and Kering, in an attempt to enlarge projects that demonstrate that long-term business success can be built only by prioritising people and planet alongside profit. The collective ... has issued a declaration that places much of the blame for the world's problems directly on the doorstep of companies. Recognising that their views will be seen by many competitors as an "affront", the declaration states: "Business is now waking up to the reality that if we carry on using the natural resources of the world unsustainably, they'll quite simply run out. With a burgeoning population, more people are still living in poverty than ever before and inequalities are increasing in many parts of the world. Unemployment rates are at frightening levels. Non-Profits alone cannot solve the tasks at hand, while many governments are unwilling or unable to act. While there are myriad reasons we've arrived at this juncture, much of the blame rests with the principles and practices of business as usual." Rather than go it alone, the B Team is forging partnerships with other organisations such as the World Business Council for Sustainable Development and Ashoka, a leading light in the social enterprise movement.