Do You Think Social Giving Will Matter in the Future?

Do you think social giving and making that sort of big societal contribution for companies is going to matter much in the future? Do you think it's a little bit oversold as a concept in terms of at least in the marketing sphere? Yes I think you could be a bit cynical and say some of these things can be oversold. The only case where I feel the gestures they're making actually are doing them fundamentally good value for their business is un-pust.