Is this the first example of "woke capitalism"? Are there any earlier ones? Companies today frequently posture as supporting sociopolitical movements as a sal

Is this the first example of "woke capitalism"? Are there any earlier ones? Companies today frequently posture as supporting sociopolitical movements as a sales technique. Ex. All of the rainbow capitalism during pride month - even from companies which give money to anti-lgbt politicians. Did Bernays invent this too?