Someone always posts this under every comics discussion, but they never show that it's the actual problem. Snowflake and Safespace are dumb, but not any dumber than (say) the average 90s Edgy McEdge Face hero or poorly thought out X-men character. And pinning the decline on poorly written comics featuring a bunch of previously existing characters acting in inane, out of character ways with new, generic personalities, stupid dialogue and an ignorance of continuity would be nice, but Bendis Team Books and Event Books sell, so that's not the problem.
Seriously, Bendis' Guardians was as bad as any of the stuff you linked, just as desperate a cash-in [big name writing comics for our new movie!], and sold truckloads. Same with most events.
The problem really is that Comics companies need to
- 1. Diversify from their existing, stagnant customer base (the Direct Market).
- 2. Find a way to sell comics consistently without events / relaunches.
They've kept their head above water by making a large number of comics lines (most of which fail) and marketing events heavily. But they haven't figured out how to get new comics readers; dumb attempts at wokeness are a symptom, not a cause.
Traditional comic & graphic novel channels sales (stores, newstands, etc) went from ~460 million in 2011 to peaking at ~590 million in 2015-2016 whereupon it has dropped slightly to ~550 million in 2019. The last one is a bit of an overestimate, as it includes kickstarters and some other stuff, but they're a small part. So this has been somewhat stagnant, and with higher costs (due to the number of lines).
Bookstore stales went from ~225 million in 2011 to ~570 million in 2019. It's been growing, and DC/Marvel/Image/Dark Horse are getting their asses kicked. Looking at Bookscan sales only (a subset of the comichron numbers above), there is a superhero comic taking up 8 of the top 10 and 16% of all Bookscan sales. It just happens to be Dav Pilkey's Dog Man series from Scholastic, which sold around 4.2 million books, compared to 3,469,789 for every DC, Marvel, Image, and Dark Horse book combined - 6921 different books (excluding the ~500k Dark Horse manga sales). They have a backlist comprising decades; Scholastic has been in this for a few years at best, and is selling far more. And scholastic sells on other channels as well (book fairs, etc).
So the growth in the comics market is young new readers and bookstores in general, of which the standard comics publishers are getting precisely jack and shit. Meanwhile, new comics sold are driven by floppy-first plans and largely dependent on events, milestones and #1s. Compare April 2000 and April 2019. Comic characters are dominant in a way they've never been, and floppy sales are up overall, but look at all the events and #1 in 2019 compared to just random X-Men, Wolverine, and Spawn issues in 2000. This has been going on for a while but is all selling to existing, locked-in customers: people who are willing to buy a bunch of stuff to get in otherwise impenetrable combinations of events. And given the sales slowdown it may have hit a wall until everyone got shut in for a year; the events certainly drove me away. But they're stuck; it's what's selling to their existing customer base, even though it increases costs (due to a larger # of floppies), leading to an industry that is struggling despite higher raw revenue.
So that's the comics publisher's problem, and why they're trying all this weird new stuff. They need a way to get new customers but their primary comics lines are actively hostile to them, and the existing business model (#1 / Event Focused) is making sales come in. They could make smaller changes (they put all their marketing power behind the #1s and events, so it's not a shock they're the ones that sell) and do better jobs with the new comics (some work, like Ms. Marvel) by hiring new talent (there are even still a lot of good webcomic artists of the past and present - hell, D.C. Simpson is outselling any of the Big 4 authors in the bookshop market with her comic strip compilations - but the big 4 don't look there or arguably pay enough) but the leadership is old, calcified and clueless - the head of Marvel is a guy that pretended to be a Japanese man to write a comic while violating his own employment contract with Marvel, and then got promoted anyway. Of course their attempts at new readership are "How do you do, fellow kids?" failures.