One of the big catalysts of wokeness was of course, Occupy Wall St, borne out of the 2008 financial crisis. When the bankers get bailed out and you just go underwater on your mortgage, people start to get upset and want to change things. And organizing yourselves and drilling with lots of rules and getting on the same page with people you don't otherwise have any connection to is paramount when it comes to becoming a large enough, hivemind type group that can bring about collective action. But if he brought that up in this article, people who don't care about 8 genders and fringe social issues might start backing away from the "woke = bad" message
to me, it's almost like the corporate classes saw Occupy Wall Street, a very very rare occurrence of genuine class consciousness and protest in the streets of America, and they realised that they needed to neutralise it somehow, and "wokeness" was how they achieved that.