After reading the NYT article and browsing their website - they seem to be mainly concerned with getting the company to bend to various social justice causes an

After reading the NYT article and browsing their website - they seem to be mainly concerned with getting the company to bend to various social justice causes and getting the company to adopt politically motivated strategy changes. So I'm a bit confused. This doesn't seem like the purpose of a labor union in the traditional sense. What am I missing here?