![Where 'woke' came from and why marketers should think twice before jumping on the social activism bandwagon Where 'woke' came from and why marketers should think twice before jumping on the social activism bandwagon](https://images.theconversation.com/files/290857/original/file-20190904-175682-1l92pfq.jpg?ixlib=rb-1.1.0&rect=116%2C271%2C4648%2C3049&q=20&auto=format&w=320&fit=clip&dpr=2&usm=12&cs=strip)
Where 'woke' came from and why marketers should think twice before jumping on the social activism bandwagon
![We need to discuss the word 'woke' | Malaika Jabali, Laura Kipnis, Rebecca Solnit, Bhaskar Sunkara, Thomas Chatterton Williams, Zaid Jilani and Derecka Purnell | The Guardian We need to discuss the word 'woke' | Malaika Jabali, Laura Kipnis, Rebecca Solnit, Bhaskar Sunkara, Thomas Chatterton Williams, Zaid Jilani and Derecka Purnell | The Guardian](https://i.guim.co.uk/img/media/cfb3d931f12a39d862bcbd9fbf05305f68c9c92a/0_288_4355_2613/master/4355.jpg?width=1200&height=1200&quality=85&auto=format&fit=crop&s=7fa5e45004ac41a6f4f2dd6faae1d33e)
We need to discuss the word 'woke' | Malaika Jabali, Laura Kipnis, Rebecca Solnit, Bhaskar Sunkara, Thomas Chatterton Williams, Zaid Jilani and Derecka Purnell | The Guardian
![YouGov on X: "...BUT, what people say is woke differs depending on their own 'wokeness' Most woke people say: supporting social equality, tougher action on climate change Most not-woke people say: political YouGov on X: "...BUT, what people say is woke differs depending on their own 'wokeness' Most woke people say: supporting social equality, tougher action on climate change Most not-woke people say: political](https://pbs.twimg.com/media/E1q-0cxWUAMoveu.png:large)