KEY POINTS:
Like many environmentally aware twentysomethings, Sam Branson is doing what he can to be environmentally friendly, including taking short showers and turning off the lights.
Apart from doing the "little things" Branson, 22, is also trying to make a difference in a bigger way, including helping to make his family home on Necker Island in the Caribbean 98 per cent self-sustainable and a newly acquired resort island 100 per cent eco-friendly.
It's not how many people would be able to make an impact on the environment, but for the only son and youngest child of multi-billionaire Sir Richard Branson, raising awareness through his name is an opportunity he feels he is lucky to have.
This year Branson joined Arctic explorer Will Steger's Global Warming expedition, for the final few weeks of their 1930km, four-month trek across Baffin Island, which Sir Richard also joined for a week.
During his 3 1/2 weeks on the expedition, Branson kept a diary of his experience, which his father decided would make a great book.
Arctic Diary, by Sam and Richard Branson, charts young Branson's adventures, thoughts and questions about environmental issues, which he hopes will raise awareness, particularly with young people.
"I just wanted to spark and inspire people my age to get a bit more interested in the issue," he said from his base in Los Angeles.
The book, he says, is a broad spectrum for "whoever wants to learn about the expedition and global warming" which they can dip in and out of .
The Arctic was "like being on another planet. I've never been anywhere like it".
There are probably not too many places Branson, who grew up in England and the Caribbean, has not been.
Unlike his older sister Holly who is a doctor, Branson has had an eclectic career path in his short life.
After training as a chef at Le Cordon Bleu, Branson went on to complete a year's diploma in music and is studying at the Musicians' Institute in Los Angeles for three months.
"I have no idea what I'm going to be doing when I'm older, I'm taking every six months as it comes."
Branson's girlfriend is blue-blooded beauty and actress Isabella Anstruther-Gough-Calthorpe, 27, who has been linked to Prince William .
Branson says he was ready for the expedition and didn't have to do "ridiculous amounts" to prepare for it.
Because it was a short stint he "just lapped up every moment of it.
"There was one day, which I talk about in the diary, where I think there were a collective amount of things, when you just can't shrug off a down feeling, but I never wanted to leave ."
The experience was made more memorable because of the time with his father.
"It was an amazing experience with my dad, we've been lucky enough to have done some exciting things together, do a lot of sports together, but nothing like this."
Branson says he does not share the cynics' outlook that he is just riding on the family coat-tails.
"I'm only 22, I don't look at life like that.
"I think from my dad's perspective it was great to have him along 'cause he has got a great brand and can create an awareness of issues.
"I may share the same surname, but I haven't made my own way yet."
Branson also rejects the tag of eco-warrior. "I really don't want to be projected as anything or take too much of a leadership role but I was very lucky to be able to go to the Arctic and see what was happening and learn a bit."
Branson believes people don't have to make major changes to make a difference to the environment.
"Yes, businesses need to make drastic changes but day-to-day people need to just be aware of their environment.
"Collectively I'm sure that will end up putting pressure on governments to be greener, be more eco-friendly."
Branson says many of his friends were shocked at his decision to leave the comforts of home for the harsh climes of the Arctic.
"They did say that when they were sitting on their sofa watching TV they thought of me out in the Arctic freezing my gonads off!"
Despite his life, Branson has been quite adept at keeping out of the tabloids. Branson says his profile has been so low that no one would recognise him in the street.
"I've never been subjected to the tabloid press and neither has my dad. I'm not pushed out into that circle of attention. I really hope people don't think of me other than this type of thing that I'm doing.
"I know what the world's like and I know that there are people interested in the wrong things, but you just have to shrug it off."
* Arctic Diary, by Sam and Richard Branson, is available now.
- NZPA
