Mothers against drunk driving is an organization that puts pressure on companies. This hurts alcohol companies and they could lose market share. … "MADD" has a significant impact, so an analyst should put more weight into it. "MADD" will have a long-term negative impact on this entity, which subtracts from the entity's value. "MADD" is an easy qualitative factor to overcome, so the investment will not have to spend much time trying to overcome this issue.