It is mostly like @Meanlucario
says. In addition that advertisers and news outlets always build it up like that “The first gay something something” or whatever and one thing most people seem to forget about:
Companies aren’t on your side or the other side. They are on the side that hopefully gives them the most money. If there is an outcry a response happens to appease the angry mob, not because they actually care. A pretend apology and some money donated is cheaper than dealing with a potential fallout long term.
And if something financially fails, woke or not. That is the purest form of feedback: Don’t like it, don’t buy it and vice versa.