I think very often people are not looking and cause and effect (impact on those issues you care about), but rather brand identification. How does the image of this job match with my stated values? In that sense it does seem shallow, as it’s really a concern for your own PR and not harm reduction.

For example I know people in mining who 1. Work on safety for people in mines. 2. Work on reducing environmental impact. But many of their friends say “I could never work for mining”. And what I hear is “I don’t want that brand”.