I understand your concern about the SJW label and the charged political context its often used, but it is to me accurate, since this it what they would call themselves.
Take a look at this Joe Rogan + Johnathon Haidt podcast clip that talks about SJW cultural origins in northeastern and western elite liberal arts colleges:
https://www.youtube.com/watch?v=2e9VYf9FKHo
NOTE: Jonathan David Haidt is an American social psychologist and Professor of Ethical Leadership at New York University's Stern School of Business (not a crackpot is my point).
You see downstream echo's of this hyper virtue signaling subculture now in the NYT since much of thier journalism is fresh outs with little real world experience outside their bubble.
I'm a centrist libertarian if you must qualify my argument with my position on the spectrum. In my opinion, I find that classic liberal have a very hard mental block acknowledging that even their own side of the coin can have a toxic extremist end. One that will NOT look and behave like the toxic extremes on the right, but the outcome is the largely negative in the same manor. As Jonathan Haidt in that clip says, they often write it off or are unaware of the problem.