The weird white shame and identity politics being pushed by
Americans is really tiresome.
Your comment is more ideological than the author's throwaway sentence.
You're reading "white shame" into the author's essay. Does the author feel responsible for something other people did in the 1980s? Does he feel responsible for things other people do, just because he shares their skin-tone? Neither you, nor I, have any idea. He doesn't say.
that perspective is just as shallow as facile as the idea
that advertising from 40-50 years deliberately excluded minorities.
You complain about Americans without knowing American history. Segregation wasn't fully illegal until the 1970s. Does that strike you as a country full of good-will to minorities?