I don't think it's ever reasonable to expect a business to do something that is not in their self interest; their existence is predicated upon selfish behavior. When companies take socially conscientious actions that would appear to go against the company's best interest, they are almost always doing so after weighing the relative benefits of increasing public goodwill and maintaining direct profits and finding goodwill to be of greater benefit.

I would argue that the same thing applies to individuals; that no rational actions are truly outside of self-interest, because we do what makes us happy, even if the action itself would appear to be selfless.