This is similar to what Malcolm Gladwell mentioned in Outliers (I think). He identified a certain group of people as connectors, people that if you don't know directly then you will know someone who does. And reaching these connectors are often vital for certain trends to take off

Not a tech company, but Patagonia stands out currently as a "don't be evil" company. They recently dedicated their profits to go tackle climate change and protect land. Sustainability seems to have been a goal by the founder for a while (repairing or recycling clothes, using leftover scraps of fabric, etc.)

A lot of their PR is that way, but they also contract with Sri Lankan factories that don't provide livable wages and have long working hours. Patagonia says it's out of their control, but also... it's within their control to contract with these factories.

They may be _less_ evil, but not clear of all evils.

Hmm… this doesn’t comport with all that I’ve read and seen from Patagonia. I know the article you’re referring to, and my understanding is that it wasn’t completely accurate and doesn’t portray the situation as honestly as it could have. I’ve been a customer for 30 years and I feel confident in saying they walk the walk, it isn’t just PR…