So what's your point oldblue? Big companies should help the poor because they have no choice? This is the message I am getting from your comments. It's like your criticizing them becuase they're helping and I am sure you'll do the same if they refuse.
In my POV, just follow suit. If you are in a position to help, like donate money, time, talent and the like, do it. Teens can go on road trips, but stop over to help build a GK village. Companies can donate money and labor (during company outings). In other words, everyone can give something.
Companies don't need to help, especially the big ones, but they do it to give back. If they benefit from this well I think it becomes secodary.