I think it’s because the crushing inequalities of capitalism are so obvious that it’s comfortable to adopt the mantle of non-threatening equalities.

Not that corporate America ever actually fights for those equalities of course. Just that it’s convenient to embrace certain equalities to obscure other inequalities.

Like, idealized gay rights and idealized racial justice don’t actually threaten capitalism so long as the answer to gay rights and racial justice is restricted to beaming some good vibes so they beam those good vibes at will, and trans rights well depending on brand identity that can be ok as well but importantly only once it’s ok for the bottom line that’s when it becomes a useful shield to be used against the crushing reality of wealth inequality.