You have to buy into the anti-white narrative. But other than that, I don't think Woke Capitalism is a thing. At the very most, corporations are seeing that girls read comic books and watch superhero movies too, so now they're creating more stories with female protagonists. Not because they want to brag about being woke, but because they like making money.
I'm not referring to more representation in media. I'm referring to things like the anti-white narrative you're talking about. Corporations have actually lost money from many woke narratives. Look at Gilette's failed ad campaign that alienated most male customers by pushing the "toxic masculinity" narrative.
Sometimes, the woke thing does sell, but it often comes at the price of losing other customers. The NFL has lately been pushing the social justice issues, and their revenue went significantly down last season as compared with previous seasons.
The bottom line might play a part to an extent, but it seems to involve quite a few true believers in key positions of some corporations.