It used to be called green washing and was always about image. Like how every company now offers ways for you to state your preferred pronouns.

It's a way for them to garner appeal with a particularly intolerant group of people while everyone else just stays quiet or plays along. From their perspective it seems like a free roll.

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Yeah, the fact they think we fall for it, (or really sad that people do fail for it), says a lot about what they really think of their clients. Notice the good brands don’t treat their customers with anything but respect and real tolerance without pointing fingers at themselves.