Steak-umm [@steak_umm]. Brands that use social causes for marketing do so to meat a bottom line. they calculate decisions based on the risk/reward ratio of advertisers, current audiences, and potential audiences. workers internally may truly care, but the decisions are ultimately based in self-interest. October 2020. URL: https://twitter.com/steak_umm/status/1321517041967370245 (visited on 2023-11-24).
I think Trey's tweet is quite correct, however brand tweets became such a phenomenon that they were likely well-known by the CEOs as well. Duolingo especially capitalized on it, I'd be shocked if their CEO was oblivious to it.