It's one of the contradictions of capitalism. I agree with David Harvey that neoliberalism didn't create identitarianism, but neoliberals found it useful for deflecting criticism and dividing the working class, so major organs of neoliberalism like the New York Times promote identitarian programs like the 1619 Project and encourage us to talk endlessly about race and gender.

The contradiction is why old school neoliberals like Obama are much less comfortable with identitarianism.