That's always the case, though. To use the abused term: when companies go 'woke' it's always at the expense of the people who actually give them business. This is why I am so tinfoil hat these days, because I can't help but ask WHY would they do this? Why would they directly go against their bottom dollar and alienate an entire consumer base to cater to what is effectively a minority OF a minority?
No company would do this of their own free will, this is someone higher up than even the money makers pushing a message, forcefully if it won't be taken naturally.

When even whiskey companies are bending over for cross-dressing gender-confused organic-obsessed beatniks, you know something is seriously wrong.