probably embedded in their community standards somewhere. It’s all corporate ultimately. Corporations are amoral guided by whatever the regulations and laws say. Ethical standards are marketing tools as they’re not non-profits who ARE guided by ethics.
Ethics of profit making enterprises is always profit. Everything else is whatever feeds into it properly, including shaping a customer base and if shaping a customer base requires ethical standards, then they’ll adopt them as needed for that purpose.
Nike for example has done a fantastic job of appealing to ethical standards that I like. So when I see their product I think, “Ah, smart company. I’ll support their brand”.
Likewise when a company says “WE don’t do no politically correct stuff in OUR company! We’re guided by our [whatever]”, they’re appealing to the ethical standards that are from the customer base that THEY want to appeal to.
It’s catering, which is the nature of the beast.