I don't think the characters having pronouns affected Concord's sales much. Most gamers will tolerate small amounts of woke stuff if the end product is good.
However I do think that the ugly ass heroes DID seriously hurt the game. Like look at this shit. Their faces and bodies look like they were intentionally made to be unattractive. Their outfits’ colors are somehow both garish and washed-out at the same time. (As many others have said, they look like someone hit "randomize" in a character creator.)
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And despite trying to be "diverse", all of the human characters look generic enough that they start to blend together. I think they were originally meant to be more stylized, but somewhere along the line the art direction changed to be photo real, and the already shitty designs became boring and uncanny-looking.
First impressions are everything. A lot of people have gotten into Overwatch, or even less successful hero-based games (e.g. Battleborn) because a particular character caught their eye. Nobody is looking at Concord and saying "hell yeah, I want to play as the fat puke-green dollar store Space Marine".