> they are fundamentally unconcerned with goodness or morality, and any appearance that they are is purely a marketing exercise

This is flatly untrue. Corporations are made up of humans who make decisions. They are indeed concerned with goodness and/or morality. Saying otherwise lets them off the hook for the explicit decisions they make every day about how to operate their company. It's one reason why there are shareholder meetings, proxy votes, activist investors, Certified B-Corporations, etc.