Many companies believe that catering to the issues of the modern day often is best for itself and its shareholders.

Companies do seem to be taking more and more political stances, though, than they have in the past, and personally I think it's, at least in some cases, naive on their parts. I used to see more of "we'll donate 1% of our revenue to save pandas" type marketing, which is noble and universally applauded, but now it's replaced with taking political stances on things that are often hot-button issues.