After a decade that saw America’s biggest multinational corporations take public stances on issues from same-sex marriage to Black Lives Matter, a backlash has begun.

It’s coming from the left and the right. Conservatives are upset with companies that don’t share their views on social and political issues, while liberals are upset with companies that don’t follow up their words with action. There is an appetite in both parties to break up Big Tech.

“We have entered a new era,” proclaimed Long Dash, a creative consultancy under Atlantic Media, in a report about brands, brand values and accountability. “Expectations have changed.”

This is what happens when “woke corporations” meet “cancel culture.” The changing politics of business is happening in the aftermath of an attempted insurrection that focused more attention to corporate political donations, and against that backdrop of a receding pandemic that reordered work. Workers demanding more of their employers, and consumers of their brands.