That’s assuming these people were well-intentioned in the first place. Capitalism also incentivizes greenwashing. It’s all about selling people the feeling that they’re making a difference, merely by being a consumer of your products, and getting them to pay a premium for it.
Heck, they may have been targeting a Unilever exit before they started the company! Serial entrepreneurs do this stuff all the time. They think of themselves as freelance marketers.