Most consumers expect that corporations will behave in socially responsible ways, but few shoppers are willing to spend extra for products from such companies, according to a new survey.

A reporter called me June 19 to comment on The North Face’s announcement that it would be the first major brand to sign on to the July #StopHateForProfit advertising boycott of Facebook.

“For this movement to have real teeth,” I told the writer, “a large group of major advertisers will have to sign on.”

And that is exactly what happened. Two weeks later: