There is something about corporations that everyone forgets from time to time: corporations are not faceless entities, they are made of people. There is a CEO,

There is something about corporations that everyone forgets from time to time: corporations are not faceless entities, they are made of people. There is a CEO, a board, a handful of executives running the company. These people set the culture and direction of the company. Some PR is a trick, absolutely. You don't have to watch Mad Men to understand that. But not all CEOs are profit-motivated robots. Tim Cook probably actually believes in promoting privacy. Satya Nadella's son has cerebral palsy. In some way, that impacts how Microsoft is ran. Leaders are humans that can be persuaded. Morality has a place, not everything is fake or second fiddle to profit. PR doesn't exist in a vacuum. Like you said, "the young people" believe it. Those young people include leaders and future leaders and CEOs. Sometimes the PR becomes the truth. Such as when Google employees strongly protested Google's Pentagon/military contracts - and Google dropped them.