Australian social researcher Hugh Mackay has little time for companies that try to use corporate social responsibility [3] as a PR and marketing tool. "Nothing diminishes virtue like trying to draw other people’s attention to it. You’re a good corporate citizen? Get on with it, then, don’t brag about it," he said in a speech launching a fundraising campaign for a non-profit disability group. "If we are doing the right thing for a commercial advantage, we’ve missed the point of good corporate citizenship. Ethics is not a business tool," he said.