Business is at best amoral & often actively immoral. For those of us with a conscience, we must sacrifice profit in the name of not being horrible people, or allow capitalism to turn us into horrible people.
It's not an easy decision.
Just choosing the White Knight Suit for yourself doesn't solve it though, since too many morally good decisions also F up other people around you.
Looking like a good person and being a good person aren't the same thing. They often conflict.