I’ve wondered that too. The only thing that makes business sense to me is similar to the notion of being on the right side of history. They may think the future is headed woke so they need to get on board the woke train so they’re not left behind. But also I can’t dismiss the possibility that the reason doesn’t have to make sense. This IS indoctrination. Corporate boards and executives could just be playing the game to stay in the game, or maybe they actually believe this nonsense.
I’d really like to know though. If they’re merely just playing the game to stay in the game, they can be convinced the game is a farce. If they’re playing because they really believe it, we’re ****ed.
I suspect the cost of placating the young and stupid is minimal. Sure, I can never buy Nikes again (and won't) but I hadn't bought that many pairs in the last 10 years anyway. I prefer Brooks and NB now. But how many pairs do the little hipsters buy? [Edit: when they aren't just stealing them]
It wouldn't surprise me if it is the result of a cynical cost/benefit analysis. I would expect a company like Patagonia to still have a conscience but not Phil Knight's cash machine