> I can see that some companies regularly behave better than others, and I'm happy to act on that reputation
This is a bogus line of thinking. For example, Apple have a very strong stance on privacy compared to FB and Google.
Does this mean they are more moral or trustworthy when it comes to privacy, or that you should trust them to remain focussed on privacy in the future?
Not at all! Their focus on privacy is a smart business model that they use to differentiate themselves from the competition. As soon as it stops being a smart model, or a better model presents itself, under the bus their focus on privacy will go. Apple being focussed on privacy right now should not be taken as them having a good reputation. They do not care about your privacy. They care about you buying their products. The same applies to all apparent "good" or "moral" behavior of any large company. It's not genuine morality, they don't care about the benefits to you or society at large. They just want you to generate money for them.
By all means, choose products from a company whose presented morality currently aligns with yours. But don't believe that morality is genuine, and don't get hooked on that company. Instead use them, just as they are using you, for as long as it benefits you, then dump them in a second when they inevitably change... Just as they would do to you.