Corporations are not your friend. When you really like a certain company's actions, they are using those actions as a ploy to get you to give them value (through money, goodwill, etc.). It is more profitable for them to behave in a way you approve of. When you dislike the way a company behaves, it is because their undesirable actions are more profitable to them than value that you, as a consumer, would provide. When a corporation seems to act in a way that consistently aligns with your values it's easy to feel like you have a positive relationship with them – in fact, it's probably unavoidable. But falling in love with an abstraction indifferent to your existence except to how much value you can end up giving it is a horrible idea. As soon as the money changes, the corporation changes as well; you are but a tiny factor in a huge equation for creating value.