This week The Economist reported on the demand for college educated recruits and the efforts the top companies are making to obtain top graduates, even prior to their graduation date. It also listed the top “ideal employers” two of which are government/not-for-profit. The “cool factor” is a very big consideration for undergraduates. This includes products, image and web site appearance. This short mention of the importance of web site appearance alone echoes discussions we have had regarding ACS web sites. Integrity of brand is paramount. However, is there flexibility to tailor design a bit to catch and hold younger constituents’ attention regarding preventive action and advocacy?