The problem with private for-profit companies is that they fundamentally cannot play a role of moral or political beacons, by the purpose and mechanisms that ensure their existence and success.
We have a lot of examples in history when the institutions that are designed to be moral guides bend their principles to the ruling ideology: Catholic Church in Nazi Germany, Orthodox Church in Soviet & Putin Russia.
I think large companies tend to eagerly adopt any moral principles that bring them more customer, attracts more employees, helps to get government contracts, and avoid lawsuits.