Bill gates has been doing work with his foundation since the 90's. Founders personal passion projects are irrelevant. By your logic founder hates muslims by supporting Chinese regime making his company's stuff there.
They need to show what personal sacrifice they are making or this is purely a marketing move.
Various oil, cigarette, opioid and arms dealers have tried to clean up their image by donating, for instance to art galleries. The Getty Wing of the National Gallery, London is because of a donation and a genuine interest in art by Paul Jr. The Sackler family had their gift to the sister National Portrait Gallery turned down, a popular decision. Both have donated to National Gallery, Washington, among others. Sacrificing money is not a good measure. There will be Bible references for this.
Like giving away $10 million dollars?
https://www.usatoday.com/story/money/2018/11/28/patagonia-mo...
You realize that actions can have marketing benefits while still being unequivocally positive right?