Unlike non-profit organizations which are generally accountable to society or a subset thereof, companies are only accountable to shareholders. If the choice is between "do good" and "increase shareholder value" they are obliged to follow the latter. "Do good" acts are tus only done if they are aligned with optimizing shareholder value. This holds for any corporate and I do not like it if certain corporates (e.g. Google) try and create a perception that they are a "do no evil company". It is only that that image can provide a lot of shareholder value, but trust -- NOOOOOO