Indeed, that woke politics can so easily be co-opted by big business speaks to how fundamentally unthreatening it is. In response to injustices like that which befell George Floyd, we are not expected to enter into a robust debate about how to improve the lot of those at the bottom rung of society. We are invited to share hashtags, mouth platitudes and signal our virtue. We’ve heard a lot in recent days about historical pain, but precious little about what comes next.
This virtue-signalling is no threat to the rich and powerful. It costs them nothing. Which is at least part of the reason why they’ve embraced it with such glee