It's a common misconception that corporations are amoral incentive-driven machines impervious to ethics, morals or mission.
Corporations are run by leaders.
Many leaders choose to pursue unethical and immoral activities to maximize profit. They justify their actions by saying "it's just business", or "we have a fiduciary duty to the stockholders to maximize earnings per share by whatever means necessary".
Other leaders realize that an ethical purpose can often deliver outsized profits over the long term. Leaders with a moral mission make decisions that sometimes sacrifice short-term profits with the intent to build an organization and a brand for long term.