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If a big corporation can do evil, it can also do good. This is an example of the latter.
B-but you're talking to the same people who said that whatever Jason Jesse may have said 10 years ago must be how he thinks now and that he can't change and needs to be punished for the rest of his life, how does this work to claim that a corporation can change overnight because of an ad campaign they put out to pander, but an individual can't? Just wondering how this works, illogical things are tricky like that.
I worry your post is purposefully disingenuous for two reasons.
First, you equate acknowledging that x has done something good with fully accepting x as something good. This is not the case. For example, I firmly believe that Rob Dyrdek is bad for skateboarding, but I can acknowledge that his Memory Screen part is amazing.
Second, you are playing with the definition of reformed (which I don't think anyone has said, "Well, Nike is reformed. They are no longer about profit and they are all about the community.")
"How do we define a person or company as being reformed?" could be an interesting question, but, sadly, this isn't how you phrased it. Is someone reformed because they apologized (in order to save their sponsorships)? This would be a tough sell. A better example of reform, albeit fictional, is Ed Norton's character in American History X. He obviously goes from nazi scum to reformed human. What was the exact point of reform? How many good actions did it take for him to be classified as non-nazi? I'm not certain but by the end of the film it is very apparent he has given up his former beliefs and practices.