"Serve" have multiple meanings.

The title of the TV series "Are You Being Served?" refers to a customer receiving sales service from the store.

However, Grace Brothers (the aforementioned store) exists to make a profit for the "Old" and "Young" Misters Grace, so in that respect the company serves its owners.

The former use of "serve" is subordinate to the latter. Indeed, a widely held view is that a company serves its shareholders, and the goal of the company is to maximize shareholder wealth.

If this means using greenwashing or other forms of deceit to falsely persuade the public that the product isn't harmful, then go ahead. https://en.wikipedia.org/wiki/Greenwashing

If it means ExxonMobil uses PR techniques, funding, and lobbying to discredit global warming research and limit restrictions on its ability to make money for its shareholders, then go ahead. https://en.wikipedia.org/wiki/ExxonMobil_climate_change_deni...

If it means persuading governments to grant tax breaks and other subsidizes for cheap fossil fuel, making most of the population dependent on continual cheap fossil fuel with no easy way to wean themselves off, then go ahead. Lock-in is great for shareholder wealth.

That's who those companies serve.

The vast majority of shareholder wealth increase is by either having more customers, or increasing spend per customer. Customer being the individual.

How the corpos go about doing that is largely irrelevant as they're only producing emissions so that individuals can consume their goods.