Companies should increasingly see themselves as major corporate citizens with a wider responsibility to the community. Nothing less than their reputation - their image - is at stake.
In human rights theory it is very important that governments still have the primary responsibility for the standards and provision of such services even if they no longer deliver them. They must insist that the private sector delivers without discrimination. So governments still have responsibility, including the need to influence business.
When we see companies who are in complicit relationships with China, for example, making huge profits by providing China with the very software that enables the state to censor its own people, that is not acceptable. We need to engage with such companies to make their responsibilities clear.