For every consumer that does care, there are dozens that don't. Do not fool yourself with the thought that when you make sound decisions with your wallet, almost everyone else does as well.
Every company needs their goods be sold and thus a base of customers to survive. If your company implements ethical standards and your competition does not, you miss out on the 'horde' of customers that don't care, just want to consume. Sometimes that's a disadvantage a company can overcome. Most times the ethical company will go bankrupt. That's a flaw in unregulated capitalism and unfortunately in instances where competition is fierce you always see a race to the bottom with very big companies making maximum profit as short term as possible for their shareholders and, if you're lucky, a few very small 'ethical', 'craft', 'local' etc. companies in the margins.
Either, 'govern' (regulate) the companies or 'govern' (force educate) the consumer base.. Your choice. The default option is also still available of course: let it all go to hell.