Advertisers (owned by ppl who cannot be criticized) convincing CEOs that it is the hip thing to do. According to the poor sales figures, that are a direct response to woke advertisement , shows this to be the opposite of "hip"

Note: Some of these businesses are strong armed into using certain advertising agencies by banks. These banks requirements are moving a small number of companies that reject this to use other sources for loans. The transition is a slow process but, it is gaining momentum.