My take on this: I'm glad that the "right thing" to do is the popular thing to do. In the past, there have been trends of conspicuous consumption, bigger as better, etc., to convey social status and desirability. Mainstream culture has been moving in a direction where inconspicuous consumption, environmental sustainability, and social responsibility, and companies have been following.

Whether we do things because it looks good or is right is an interesting question. But to me, it is similar to the question of "are we kind because it makes us feel better? or because its right?".