How important is sustainability and social responsibility in modern sponsorships?

As a large global corporation, being socially responsible to employees, neighbors, customers, and the environment is increasingly important. Sustainability is a current buzzword that means different things to different people. In the corporate context, it means protecting the earth - leaving the desert in same or better condition after racing, using trash pickup programs, and using fuel mats during pit stops so spilled fuel doesn't contaminate soil. Organizations like Tread Lightly or Blue Ribbon Coalition that do trail protection are examples of this focus. Americans have lagged behind other regions on these initiatives, but it's quickly changing.