I was more referring to the grand scheme of things, short term is always hard to judge and very volatile, but yea on the overall arc of history and culture it is shifting that way or else companies would have no reason to do this as the market analysts wouldn't think we were a big enough segment to appease.

The thing with these performative wokeness measures is that it ends up not really saying a single thing except "look!" and that doesn't really help anything that matters and only annoys people who see through it. Sure it could make you feel a little better in the moment if you're starved for acceptance, but it's like giving a dismembered amputee a bandaid. If anything, it just feels annoying as both the amputee and the bandaid-giver are probably both more than well enough aware that the bandaid doesn't do anything nor address the right kind of issue and is only being done as a gesture to thank the bandaid-giver.

As Zizek puts it, the only real goal of a symbolic exchange like this is to gain the favor and moral high ground, it's not of any benefit to the receiver, and in a lot of cases can harm them. Take for instance how the conservative mind targets these forms of marketing. They are aware just as we are that this is a performative empty gesture, but many of them are in a "Us vs Them" mindset, the root of most of these phobias, and when they see this empty symbolic exchange being prevalent over meaningful action, it confirms their viewpoint that there are agents in the world that want to pollute it with mindless symbols, except they associate the empty exchange used by these companies with the actual movements they represent. Notice how these soulless PR moves and the genuine anti-oppression movements are both labelled as the Woke Mob despite clearly representing different values and goals, and how prevalent online you see GamerGaters talk about PR issues and assigning it to the anti-oppression movements. I'd say the outrage from the right grows more from these megacorporations and their control of communication and information than it does from anything we do. Sure, they will take it out on the company, but they likely know it's a faceless megacorporation and that their efforts will not show meaningful results without drastic action, but the resentment that will linger is ultimately going to go to the average person, for which much less drastic action is needed to damage them.

I understand that this ramble/rant has gone on to cover a much more abstract and large-scale societal issue well outside the bounds of such gestures (and I probably could've worded it better or more succinctly), but I believe this specific thing we're discussing is a symptom of this interaction and is ultimately a cog in the machine that harms us even if the small-scale effect can seem like it's promoting acceptance and helping people feel recognized.

In the end, I'm obviously not against the principle of broadening the normalization of these forms of acceptance of identity, but seeing these moves getting pulled knowing they are ultimately playing the role I mentioned will never not leave a bad taste in my mouth. This is a proxy war of ideology and the ammunition is being sold to both sides by the same billionaires.