Because the lens of American society has moved beyond the acceptance of overt discriminatory practices in many areas, and business moves with societal expectations to capture money.

Now, go tell a realtor you want a house in a low crime, quiet neighborhood with highly rated schools and they'll know exactly what you are looking for. Or tell the hiring manager that the candidate you interviewed may not "fit well with the team" and that they should keep looking - they'll get it too.

When I worked at a Fortune 500 company, their position was that you can't adequately understand and serve your market if you don't hire a variety of people. If everyone at your company is the same culture, ethnicity, etc, there will be quite large gaps in their knowledge for potential market segments.

They had a saying along the lines of "We hire everyone because we sell to everyone."

* It resonates with the current socio-political zietgiest, aka the company sounds hip and in-tune with the times. This improves the brand image, and allows the brand to connect more directly with those who share similar views.

* To further the above point, it allows you to position yourself and your brand on the correct side of moral issues. This allows your company to look like it's doing something positive when most companies exist, in a Milton Friedman sense, as soulless money making machines with little regard for anything else. This also allows employees to feel as though they're good/smug/working for a positive organization.

* Floating sensitive soicio-political topics leads to great clickbate, and gets lots of eyes on articles and ads.

* It allows you to sell to larger demographic. This makes you more money via sales.

* It allows you to recruit from larger pools of labor, or at least attempt to appeal to larger numbers of applicants. This allows you to keep labor costs down and/or to find solid candidates from alternative sources.

* There is no serious rebuttal to pushing that agenda. If you push back you're a fascist/ageist/racist/ableist/misogynist etc., and this makes the individual, and/or the brand, look bad.

As a soulless capitalist I'd be hammering those concepts CONSTANTLY in order to expand the bottom line. Actual adoption, like many boilerplate talks about workplace safety, compliance, and sexual harassment, would be as pro forma as possible, so long as the perceptions were met.