Keep calling it out. The goal, whether the people doing it (including those with European ancestry, less melanin in their skin) understand it or not, seems to be to invalidate the inherent culture within those who grew up in the American "white" mainstream culture. While this is typically under the guise of eliminating systemic racism (which does exist, and should be reduced to a practical minimum) the loudest-mouthed idiots who see in black and white want to throw the baby out with the bathwater and become what they claim to despise: racist.

To invalidate someone's inherent culture is extremely violent in a non-corporeal sense. And we see how insane people get when they strongly integrate that dissonant self-hatred (think Aids Skrillex for a stereotype).

Although most won't take it to that extreme, it does soften the backbone of a typical person who will be more likely to get out of the way instead of asserting themselves in important political matters. I've seen it recently in the people I know in the wake of George Floyd's murder. It's an attempt to further shatter American cultural identity, which is again throwing the baby out with the bathwater. The individual people of systemically poorer-served cultures within America might think that's a great idea, because they feel they have little to lose. But I disagree, there is always a lower bottom until we're all dead.