If it’s a publicly traded company the answer is that they likely don’t believe in anything. They just do whatever the leadership believes would generate most profit, since that is what shareholders (usually) care about most.
If appearing to support progressive goals gets people to spend money in the store, then that is something that makes sense for a company like this to do. But if they stand to lose more money than they gain, for instance through boycotts, they will drop the pretence pretty quickly.
Personally I see the stance such companies take more like a reflection of general acceptance in society as a whole. If a company promotes progressive values then that would indicate that society as a whole is on average leaning more progressive.
Similarly, if companies stop supporting these values that indicates a worrying trend with regards to societal acceptance.
Just don’t fool yourself into thinking that the company itself (as an entity) really believes in anything.
(Note: This doesn’t hold for companies that aren’t publically traded. If there are no stockholders to please the leadership can let their personal view affect the company’s policy quite a bit)