First, it was corporations donating to charities like the United Way.I have a personal experience with this that would make his examples pale in comparison.
Then it was corporations "going green" or "caring about the environment."
Third was the fad of "fair trade" and implementing full blown "Corporate Social Responsibility" departments.
And now it's magnanimously promoting every possible minority or woman to unearned positions of power or parading them on their advertisements and annual reports for the whole world to see.
Go read it!
And remember: Affirmative Action is a tax on efficiency, and is as destructive to high-performing minorities as it is to white men.