![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=465&quality=45&auto=format&fit=max&dpr=2&s=de7386dbbf85f6fb734b2baca37ea91e)
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
![Why Attacking 'Cancel Culture' And 'Woke' People Is Becoming The GOP's New Political Strategy | FiveThirtyEight Why Attacking 'Cancel Culture' And 'Woke' People Is Becoming The GOP's New Political Strategy | FiveThirtyEight](https://fivethirtyeight.com/wp-content/uploads/2021/03/GettyImages-1231446662.jpeg?w=700)
Why Attacking 'Cancel Culture' And 'Woke' People Is Becoming The GOP's New Political Strategy | FiveThirtyEight
![The debate around “woke” culture is heated: while many say it has helped to raise awareness of social justice issues others claim it has gone way too far - cApStAn The debate around “woke” culture is heated: while many say it has helped to raise awareness of social justice issues others claim it has gone way too far - cApStAn](https://www.capstan.be/wp-content/uploads/2021/09/shutterstock_1578335578.jpg)