How much does social responsibility factor into value of brand or company, e.g., current advertisers boycott of Facebook?

We have definitely seen a shift in the relative importance of corporate citizenship, CSR, and so forth. There's very good work out there on what's known as the personality of brands. It sort of mirrors human personality - some people are energetic, some people are not, and we see that same thing with brands. But there's a new dimension that has popped in there, and that is being socially responsible or CSR. It has become part of the personality of the brand, and as such, it is quite important to nurture that. And quite frankly, some companies are doing quite well on that and are well known for it. I'm thinking about Unilever, for example, in the in the CPG business. And so, yes, it is growing. It's also, of course, measurable.