So many companies run marketing campaigns that largely pay lip-service to whatever is trending lately, without actually changing their internal strategies to reflect this stance. I would much rather the companies put that money towards actions that might actually benefit the cause, rather than spending 99% of the budget trying to prove they're committed to solving $PROBLEM by donating the remaining 1% to some non-profit.
I totally recognize the counter-point; they didn't have to donate anything at all, and any amount is more than nothing. To me, the issue stems from the fact that companies are basically making money on the back of things that are actual issues. It's exploitation, plain and simple.
a.k.a. please don't feed the trolls