People believe what they already know or what they want to know. People rarely change their mind about a person just because the evidence says their opinion is wrong. If I really like someone the fact that you think he's a jerk bears no weight. It's the way we are. People are filled with prejudices of all kinds, and they extend beyond who we like and dislike to what we accept as true and accurate depiction's of the human condition.
Recognition is a two- way street.
For every person who thinks Scarlett O'Hara is an exciting, complex heroine there is a reader who finds her selfish, shallow and silly because she knows someone just like her. For every fan of a book there is a naysayer who scratches his head and wonders how such abominable trash could ever get published. If we recognize this going in, then we as writers can manipulate this to our advantage. It doesn't take a genius to figure these things about. So when you paint your corporate exec as a heroic philanthropist, hero to millions, defender of the poor, you are writing against the grain.