If you have two companies A and B, where A maximizes profits, and B perhaps cares about profits but also has other goals, which company will grow faster, making the other less and less relevant?

Therefore I think a company's purpose is to maximize profits, and society's purpose is to make "good behavior" the most profitable.

This is not to say that it's impossible for a company to follow some moral goals and therefore become stronger due to the marketing power of such conduct, or high employee morale. What I want to say, that it would benefit our society if we worked out mechanisms that make it predictable and gather precedents to convince investors to such behaviors.