When you put it that way, I think whether culture is upstream of business or vice versa and whether people have free will or are merely conduits for things their senses receive are unanswerable questions. All I know is this:

"If you treat people as they are, they will become worse. If you treat them as they could be, they will become better.

If we treat people as if they were what they ought to be, we help them become what they are capable of becoming."

-Johann Wolfgang von Goethe, Wilhelm Meister’s Apprenticeship

I'm convinced that treating most people as if they have free will is more likely to get them to at least consider my ways.