Clive Aslet seems a little confused about this but he’s getting there:

May they be the Doctor Who who slays this Beast. Sainsbury’s has got
inside my mind, worked out what I want, and given it to me. Only by
moaning about supermarkets can I show that a tiny part of me remains
free.

Such a shocker, eh?  A profit seeking business provides what the consumer actually wants.

But supermarkets have started to show an inner core of sensitivity. You
could call it a soul: I would prefer to call it market research. Nobody
spends more on investigating the tastes of their shoppers. They spot a
preference for organics. Result: Tesco has enabled its organic sales to
leap by nearly 40 per cent over the past year. Marks & Spencer
stole a march on its competitors by announcing its intention to become
carbon-neutral.

And, Gasp! they spend lots of money trying to find out what the consumer does want to they can supply it to them! Good Lord, the iniquity, the perfidy! As to a corporation having a soul or not, well, perhaps a little more religious instruction is needed: only human beings have souls (even in the Hindu cosmos inanimates like companies do not).

However, a failure at the last fence:

Consumers will be able to take their own decisions about climate
change. They will almost certainly force Tesco — and other supermarkets
— to up their game. It is the beginning of a revolution, driven
entirely by public concern. Government take note: why not make the
Tesco scheme mandatory for all?

Err, because it’s the competition for the consumer’s cash which forces standards up. Remove the competition by making it mandatory and there’s no competition, is there?