Where ‘woke’ came from and why marketers should think twice before jumping on the social activism bandwagon

First used in the 1940s, the term “woke” has resurfaced in recent years as a concept that symbolises awareness of social issues and movement against injustice, inequality, and prejudice.

But popularity has diluted its meaning and the idea has been cynically applied to everything from soft drink to razors, attracting criticism if too liberally applied.

  • Abas Mirzaei
  • The Conversation

One recent stretch for this term is the New Yorker magazine’s headline for a story about a vegan chef’s output, which read: What’s in a Woke McRib?

Being woke was originally associated with …

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