This hypersensitivity all started at universities. Eventually those bubble-wrapped students will enter the workforce and eventually will end up in higher positions in HR or PR departments driving those decisions. No surprise there.
It's the next step of corporate virtue signaling. Just repeating slogans on twitter or changing the bio and profile of a company account will not be enough anymore, instead pick a ridiculous hot topic from the news cycle and use this as an opportunity to implement an even more ridiculous policy change in your company to show that your company is down with the cause. I bet we will see even more of that.