From Seth Godin: "When your organization punishes people for caring, don't be surprised when people stop caring".
I can recount many times where I felt actually ridiculed for caring. Can you? In a profit-driven world, it can take a lot of courage to care. It's worth it. And if you don't dare to care where you are, it may well be time for a change.
Corporations don't care. People do. Or some people do. I've been shocked at times about how uncaring some people have been. I've ended mutually beneficial business relationships with companies that have rewarded non-caring and punished caring. Tough choice - but I don't do business that way. There are too many people in the world who do care - and enough organizations that allow their people to care that we don't need to waste much time with those who don't.