A corporate apology is always connected to the benefits it brings to the company. It is not a personal apology, it is a form of institutional positioning.
Research shows that companies will back ethical causes only if they know they will benefit from the stance.
Trump's reaction to the violence in Charlottesville, Virginia, prompted business leaders to sever ties with two White House councils.
Unethical corporate behaviour isn't just embarrassing from a PR standpoint, it can also be unprofitable for firms and their investors.