IMO (and I'm talking from a perspective here that I believe aligns with their incentives) it's basically at this stage rational self interest, and I'm not talking about survival lol. Straight up makes sense investment wise because companies are starting to be shamed (rightfully so) for not being green, so there's a business case for increased investment returns on your capital, also with some of the carbon credit type deals (an area I have little knowledge of other than it being "important"), being able to trumpet cleaner production processes means that your product will be chosen over another. I figure there's a fundamental shift in the market coming, and I (and others who want to see their investments grow and not shrink) want to be on the wave.

Most stick listed companies have similar actions underway or will do so shortly. The market will demand it. A good thing in general however there will be green washing...