There is no social justice llc. There is a debate about all these terms, and there are indeed alternatives, such as queer, grsm, and white supremacy, that sidestep some of your rhetorical concerns.

But I think this is not about branding. Sjws do not control the media. Conservatives mostly do, and they are going to come up with a counter narrative regardless of what happens. The same thing happened with the word feminism. You are not going to get a word or phrase that is above Cooption or bad faith spin.

Lastly look into what anti racist activists are actually talking about. It's about power and systems. They claim we are all racist in the sense that our society is racist. It has nothing to do with you as an individual. You are talking past people and not realizing it