It just seems like if you produce product-X...your concern is to ensure people consume product-X and don’t imagine your company as a political or religious ‘device’.
It’s almost like people having this image of a cult now existing and expecting their consumers to fall into the cult.
The mentality of the corporate executive who thinks it might be a great idea to associate the brand with wokeness in some ways is analogous to World War II when consumer brands like Camel cigarettes wrapped themselves in the American flag and depicting servicemen in uniform in their print advertising. The idea was to associate the Camel brand with the war effort with which most Americans were on board. The woke capitalist of 2021 makes a mistake, though, in thinking that the population is as uniformly on board with the left’s systemic racism narratives as the public was with the war effort in the 1940s. Many of these executives live in an elitist bubble, though, and have little exposure to people who reject the conventional wisdom of the liberal elite.
To be fair, creating a cult worked well for GM, Ford and Chrysler for the longest time. We still have some of those cult members here that can’t admit their cult ever produced horrible product. :P