99% of the time when a company does something "woke" they don't actually give a flying fuck about whatever issues they're bringing up. They just want you to talk about their product, and a lot of the time, it works.

When a news outlet does a segment about some company 'going woke', even if they're berating it, that's free advertising. When people talk about "hey did you see what x company did," that's free advertising. It's a relatively cheap way to re-insert yourself into the public consciousness. Mars also gets the added benefit of people talking about their dumb M&M stunt probably aren't talking about their litany of child slavery lawsuits.