I believe deeply that we need a profound, fundamental reorganization of our economy and culture to avoid apocalyptic climate breakdown and social collapse.
But, right now, starting a business with goals that aren't profitability leaves you vulnerable to somebody else who _will_ maximize profitability.
In your own life, even, trying to do things that don't maximize profit (taking more holiday, etc.) leaves you vulnerable to competition from other workers who will do that.
We need to design systems where maximizing profit (something humans have been trying to do forever) produces behaviours we desire, like treating the planet and other people better. But blaming a single business working within the constraints they find themselves in is unlikely to help.
For example, the lesson of Union Carbide is that it's OK to murder tens of thousands of people through incompetence and willful negligence. Other companies that spent more on safety were effectively punished for doing so, since of course they would have to spend more. This is why we still had Hydrofluoric Acid a risk of killing thousands and thousands of Philadelphians as recently as a few weeks ago.