So maybe we should be kinder to good behaviour from companies, even it it's for the wrong reasons? We can still ask for more and call them out on shitty stuff they do.

I’ve always thought of more as a a neutral thing on the part of the companies. They’re sort of inherently reactionary to the market. If they’re doing things that are more socially responsible, especially the publicly traded ones, it’s because the market has told them it will be worth it on a timescale that will financially benefit the current management.

So, I tend not to pile on at their cynicism, since I am legitimately glad for the steps they’re taking, but also to be restrained in my praise. If they sense that the winds are blowing the other way, they’re not exactly bold.

They do say that there's no such thing as bad publicity. So at the very least it provides some publicity and exposure.

last two years I submitted in the all hands (supposedly) anonymous feedback for a recognition of pride month. My proposal was to say "Happy pride month to everyone at [my company]. I wanted to take a moment to affirm Company's commitment to making this a safe, inclusive space for everyone and to celebrate what makes us a great team: diversity, inclusivity and collaboration. Thank you."

Both times someone got directly in contact with me privately to say it's "too political". I suspect because we have offices in some very Conservative and religious areas.

I didn't try this year. I was saying to my therapist last week that actually now I would appreciate even the blandest, milquetoast, slap-a-rainbow-on-the-logo tokenism.