Maybe I'm wrong, but I don't think that companies adopt Bitcoin more during the bear market than the bull market. My guess is actually the opposite because it seems that Bitcoin always gets more attention when its value is on the rise.
I agree with you that there will be more attention and more news about bitcoin adoption during the bitcoin bull season than during the current bear season.
During the bear market, many are in disbelief and few are ready to enter the market. It is a bit hard to assess it all, though, since we'd have to agree what sort of companies (in terms of market capitalization, for example) we're including, what sort of adoption (investing, allowing as payment) we take into account and whether we count only when things are put into action or publicly expressed intentions as well.
We should consider what their market entry purpose is, if they only use bitcoin or crypto as payment method then they can join any time not necessarily bear season or bull season. But if the purpose is investment then of course bear season will be a much more perfect season as everything is undervalued, an opportunity to own cheap crypto assets.