How did “wokeness” jump from “elite schools” to everyday life?

The Economist:

You could use a single word as a proxy. “Latinx” is a gender-neutral adjective which only 4% of American Hispanics say they prefer. Yet in 2018 the New York Times launched a column dedicated to “Latinx communities”. It has crept into White House press releases and a presidential speech. Google’s diversity reports use the even more inclusive “Latinx+”. A term once championed by esoteric academics has gone mainstream.