Nike Inc.'s Director of Global Community Affairs recognized this and states, "It is our intention to participate in the communities in which we operate and act as a catalyst for improving quality of lives through job creation, employee engagement, contributions and partnerships." (Nike Inc., 2004). Consumers have also come to demand a more socially conscientious business, brand, and product, especially after both companies were shown to have employed unethical business practices involving foreign child labor. In response to this problem, management at both companies implemented similar research projects to test their hypothesis that by partnering with nonprofit organizations and designing affinity marketing campaigns, they can meet social expectations.