in no particular order:
1. social justice issues appeal to young employees
2. The executives feel guilty about their own wealth and power privilege but won't give it up
3. preemptively deflect criticism from the woke twatter mobs
4. social justice appeals to young consumers who are leaving big brands and junk food
5. to redirect Occupy Wall Street era criticism of the 1% and recast big banks and corporations as the good guys
6. jews undermining western civilization
Really, it comes down to identify and purpose. In the US, people identify greatly with their jobs, while traditional sources of identity (neighborhood, community, religion, nationalism, etc) have also been undermined. Even before the pandemic, people were burned out and disillusioned with their jobs. Through this social justice rebrand, even some corporate communications VP can find some empty "meaning" in their work.