It's important to note that the Salling Group is privately owned with only a few owners [1]. It's easier for such companies to do such things than a publicly owned one.
From https://benevity.com/resources/corporate-social-responsibili... "CSR increases customer retention and loyalty: Research shows that 87% of Americans are more likely to buy a product from a company that they can align their values with, and over half of all consumers are willing to pay extra for a product if they’re buying from a company with a sturdy CSR strategy."