In an ideal capitalist free market companies are almost necessarily amoral (Friedmann doctrine ), they can only make choices based on profit. In real life you have barriers to entry and PR concerns that let companies at least pretend to waste some profit-making opportunities on doing good.
I don't know if the right answer is consumer unions, or benevolent government regulation, or giving up and making do with what we have, but this discuss I see on this issue seems so polarised (not unique) that progress will be hard to come by.