This past weekend a CNN/Money Magazine article came out, reporting on companies' efforts to attract new college graduates (also known as Millenials or Generation Y) by demonstrating commitments to community service and environmental awareness. The article notes that:
For this generation, a company's community involvement often needs to be more than just talk, experts said. Nearly four in five Millennials say they want to work for a company that cares about how it affects or contributes to society, according to a 2006 Cone survey. Some 68% said they would refuse to work for an employer that is not socially responsible.
The research firm alluded to in the quoted paragraph is Cone, Inc., some of whose research reports are available here.