I think companies started to believe that woke is just what the world is now, and that they needed to embrace it if they were going to be successful. Not to mention, it helps if powerful people get woke people on the boards of important companies. Sounds like that's what happened with Budd Light.I'm still not sure how it ever passed the smell test TBH. Meritocracy is the only valid way of a company being successful and hiring based on stupid like skin color and gender are the opposite of that.