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I think this phenomenon happens because many marketers take their ideology seriously. Based on my own experience as a believer in its predecessor ideology, woke ideology is both moralizing and totalizing (AFAICT, it's only gotten worse since I quit around a decade ago), so it has answers to questions of "right" and "wrong" in every possible context. The point of making a film isn't to convince the audience to give you money in exchange for entertainment, it's to make the world a better place by subtly manipulating the audience through social messaging (if they did otherwise, since everything is political, their works would, by default, have messaging that reinforces and upholds the current oppressive status quo). And if the audience dislikes that, that means that they are morally wrong, and it isn't our job to convince them, it's their job to see the rightness of our ideology and come around to it. And we'll bully and verbally abuse them until they do so.
I think a lot of the decision makers in media, likely including in Disney, have experience in seeing this work very well - very very well - in sociopolitical contexts. Often they might have been subject to such "marketing" themselves which led them to becoming true believers. I've seen and experienced this directly plenty, again, for the predecessor ideology. And they might be inferring that they can use similar "marketing" in a commercial context. I don't think I've seen it have much actual success there, though; in sociopolitical contexts, bullying and coercion is the norm and can get good results; in commercial ones, people tend to just walk away instead of handing you money in the face of bullying, and you can't legally coerce them.
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3rd wave feminism/identity politics/SJW. Arguably it's just the same ideology just with less time in the oven and less widespread acceptance.
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