Short answer: Social media.
Also, LGB(T) isn't just "gay" anymore, as it includes pretty much anything now that isn't straight, 99% of which is just made up bullshit that people keep coming up with every other day now.
Also, for white people, it's a pretty effective tool to be white and still have a way to claim victimhood status while hiding behind cancel culture, and cancel culture wouldn't exist without social media.