I think companies actually did see it as profitable to align themselves with 'social justice' movements, perhaps a bit of fear thrown in. I think it it mostly PR, even a fair amount on the left see it like this too tbf. I don't think there is any real commitment and they'll just move on to and adapt to whatever they think will sell more / keep them out of bad PR in future. ¯⁠\⁠_⁠(⁠ツ⁠)⁠_⁠/⁠¯