I remember before the right adopted it as well, and I don't think it's worth saving at this point, it's just a euphemism anyway. I like the religious connotation of "waking up" though. It describes this phenomenon of capital appropriating and mediating our discourse and approaches to managing the problems it's caused. It's a great way to ensure that notions of addressing disparities don't threaten the bottom line through redistributive approaches that were so popular in the past. Reducing this to individual action and workplace etiquette has a pacifying effect, sometimes very intentionally. The worst thing to me is the economic relation this takes place under, corporations outsource and procure DEI services through consultants funded through private equity, rather than run it through their own employees. Even if the intention is completely positive this exerts a controlling influence under the coercive context of employment where there are inherent hierarchies and power dynamics. It's also the fact this relation will influence the content of what is procured to that which ultimately benefits capital.

Just thinking of how the Bud Light thing went, nobody talked about how the only reason the company started hiring queer people was a result of union job actions and boycotts from gay bars. The corporation engaged in marketing and appropriated the virtues those people fought for, the right freaked out over the company being "woke," liberals and well meaning people rushed to defend the corporation and correctly insult the right for their reaction, then the company retracted in some symbolic way leaving their hands empty. Invoking the history and what it took to get these human rights and discrimination laws passed is something that threatens all the interested entities here, and when you understand that you have something real to guide you rather than being subject to the whims of corporate marketing strategies.