ESG Activism. On January 6, 2018, activist Jana Partners and the California State Teachers' Retirement System (CalSTRS) published an open letter to Apple Inc. The letter expressed their view that Apple needed to offer parents more tools to protect children and to ensure that young customers use Apple products in an appropriate manner. Citing various studies regarding potential negative consequences of children's use of smart phones, the letter linked the issue to Apple's long-term value and called on Apple to take various steps to address the issue. Days later, Apple announced that it would introduce new features and tools to assist parents in combatting children's overuse of smart phones. It remains to be seen whether other traditional activist investors, seeking to attract ESG-focused capital, launch similar ESG-themed campaigns. ESG activism can also take the form of industrywide or issue-specific campaigns.