It's important to note that the Salling Group is privately owned with only a few owners [1]. It's easier for such companies to do such things than a publicly owned one.

[1] https://en.wikipedia.org/wiki/Salling_Group

Public companies do this sort of thing too, or at least they used to. It's typically grouped under 'Corporate Social Responsibility'. They aren't doing it out of pure altruism:

From https://benevity.com/resources/corporate-social-responsibili... "CSR increases customer retention and loyalty: Research shows that 87% of Americans are more likely to buy a product from a company that they can align their values with, and over half of all consumers are willing to pay extra for a product if they’re buying from a company with a sturdy CSR strategy."