I wouldn't expect companies to practice anything better than rainbow capitalism. That being said, the social and legal pressures that lead companies to participate in social causes ebb and flow. The productive question is to ask why 2020 Q2 through 2023 Q2 were elevated, and put it in the context of the social zeitgeist of the same time period. I don't expect such journalism from an article picking fruit as low-hanging as "woke" anything.