As a corporation why would you co-opt something that the public in general isn't on board for? Ask several people on the street "Should companies be more green?" and they will mostly say yes, as that is a mainstream idea. If you wanted to be counter culture you could start a company that isn't green, "We pollute ten times what our competition does!", lots of people out in the culture would be very upset, they would protest, that's what being counter to the culture is like.