I’ve been hearing about this “WOKE” business for some time. To some extent, I get the idea behind it. At its core, being WOKE means being aware of the issues of the day—issues like race, gender, and social imbalances. At least, that’s how it started.

I had an engaging conversation with someone I admire for her curiosity and intellect. This allowed me to discover that my understanding only scratched the surface. This exchange, was interspersed with watching videos of prominent figures like Donald Trump, Elon Musk, and Sylvester Stallone criticizing “WOKEISM”.

Among the videos we watched two stood out. One was the latest Jaguar Advertisement. It was based on WOKE principles. Another was a Budweiser Ad. It broke the company’s back, causing it to lose a billion dollars!

What exactly were these ad’s hoping to accomplish? Quite clearly increasing market penetration. How? By an alignment with a section of the population that preferred an alternate way of expression and life. That from a commercial standpoint makes profound sense, however the downside risk wasn’t evaluated at all.

This got me thinking. What does it really mean? Is it about awareness, or has it become something else entirely?

In recent years, the term “WOKE” has become a cultural buzzword, sparking debates, admiration, criticism, and confusion.

Are you bold enough to explore what “woke” truly means? Are you willing to take a stand, share an opinion, or dive deep into its origins, evolution, and implications?

A Journey – The Origins of Woke

The term “woke” has deeper roots than today’s headlines. It originated in the 1930s in African American Vernacular English (AAVE). The term calls for vigilance against social injustice. Jazz artist Lead Belly used the term in a 1938 song Scottsboro Boys, advising travelers to stay “woke” to dangers.

It gained modern prominence during the Black Lives Matter movement in 2014. This was particularly after the killing of Michael Brown in Ferguson, Missouri (2014). It urged people to remain vigilant about systemic racism and injustice.

Over time, “WOKE” expanded to include issues like gender equality, LGBTQ+ rights, environmental activism, and economic inequality.

A prime example of its influence is the #MeToo movement, which exposed systemic abuse and harassment of women worldwide.

Evolution of Wokeism: Awareness to Backlash

While mindfulness and awareness are undoubtedly noble concepts, why, then, has WOKEISM sparked such heated debates? What has led to the anti-woke backlash?

Recently “WOKE” has evolved into a polarizing term. On the one hand, it is a badge of progressiveness and awareness. On the other, it’s a target for those who see it as excessive political correctness or performative virtue signaling.

Take for example, the ads we watched during that conversation—one from Jaguar and another from Budweiser. Jaguar’s ad, steeped in WOKE principles, aimed to appeal to a progressive audience but backfired, sparking significant backlash.

Budweiser’s ad was even more disastrous. The company tried to align with WOKE values. However, it alienated its core customer base. As a result, the company lost over a billion dollars in sales.

Instead of fostering as sense of inclusion, these campaigns highlighted the pitfalls of poorly executed “WOKE” messaging.

Woke in Media: Progress or Performative?

The entertainment industry has increasingly embraced woke principles with mixed results.

Marvel’s “Black Panther” (2018) was celebrated for its representation of Black culture. It depicted a technologically advanced African nation, Wakanda.
“Crazy Rich Asians” shattered stereotypes and introduced global audiences to Asian excellence.
However, Disney’s live-action remake of “The Little Mermaid” faced criticism for casting Halle Bailey, a Black actress, as Ariel. While some hailed it as progress, others dismissed it as pandering.

It raises a valid question: Is this genuine progress, or are these efforts tokenism?

Corporate Wokeness: Authentic or Opportunistic?

Corporations have jumped on the WOKE bandwagon, but not all moves have been well-received.

Nike’s Colin Kaepernick Campaign

In 2018, Nike supported Kaepernick, who famously kneeled during the national anthem to protest police brutality. Their campaign slogan, “Believe in something. Even if it means sacrificing everything,” polarized audiences. While younger, progressive demographics praised the campaign, conservatives boycotted the brand. Despite the backlash, Nike’s sales surged, proving that authenticity resonates when done right.

Budweiser’s Misstep

In contrast, Budweiser’s attempt to align with WOKE principles alienated loyal customers. They intended to broaden their audience. Instead, it caused a major financial hit. This illustrates the dangers of chasing trends without understanding your audience.

Jaguar’s Attempt

Similarly, Jaguar’s luxury brand image didn’t sit well with its woke-themed ad, which clashed with its established identity. As a result, the campaign triggered significant criticism rather than the intended inclusive stance.

The Generational Divide

Generational differences play a significant role in how WOKEISM is perceived. Younger generations embrace inclusive ideals and representation, championing gender-neutral pronouns like “They/Them”. Older generations, however, often see these changes as radical or unnecessary.

This generational gap became evident watching videos of Donald Trump, Elon Musk, and Sylvester Stallone speaking out against Wokeism. These public figures criticized woke culture as excessive or counterproductive, reflecting the broader cultural and generational divide.

Politics and Policy

“Woke politics” often refers to policies that emphasize diversity, equity and inclusion.

Corporate Diversity Programs and Initiatives have been promoting gender and racial equity.
Policies recognizing the disproportionate impact of climate change on marginalized communities, seek to balance out environmental injustice.
Some U.S. states have passed laws to limit discussions of race and gender in schools and workplaces. They frame them as anti-woke measures. These acts are seen as backlash legislation against “Woke culture”. Example: Florida’s “Stop WOKE Act” (2022), which restricts teachings on critical race theory.
We just saw in the recently concluded US Presidential race, how “WOKE” was used to sway votes.

Impact on Personal Identity

Being “woke” often ties to one’s identity as an advocate for justice. It is a relatively new trend. People of a certain gender or inclination identify themselves. They expect people who interact with them to recognize those preferences.

Identity Pronouns:

He/Him – identification as male
She/Her – identification as female
They/Them identification as non-binary or gender neutrality.
Ze/Zir – less common gender-neutral pronoun
Name Only – being addressed by name without any pronouns.

Some are supposed to be clarifying that identification involves informing others up front. Despite our biological, natural, and birth-based identification of male or female, some elect conform to it mentally or not. They are letting people know what their mental identification and/or inclinations are and are expecting to be addressed/acknowledged as such. It’s like forcing someone to conform to our non-conformist choices, which in itself is a contradiction.

There are two glaring debates underway and as a result a very real and vocal backlash:

A huge debate rages that challenges why trans men should or should not be allowed to use restrooms reserved for women.
Then there is the issue of trans men being allowed to compete in sporting events reserved for women.

Spiritual and Religious Dimensions

Our world and indeed our existence is increasingly defined by cultural debates and social movements, Wokeism has emerged as both a rallying cry and a source of contention. While its origins lie in calls for social justice, its implications often overlap the realms of spirituality and religion. Let’s explore the spiritual and religious aspects of wokeism, a lens often overlooked in discussions about this cultural phenomenon.

Wokeism as a Modern Ethical Framework

At the very core of wokeism lies awareness and justice in addressing systemic issues such as racism, gender inequality, and environmental degradation. These principles align closely with many spiritual and religious teachings:

Compassion and Empathy: Many religious traditions, from Christianity’s call to “love thy neighbor” to Buddhism’s emphasis on compassion, resonate with woke (inclusive) ideals and care for marginalized groups.
Justice and Equity: Islam’s principles of fairness, Sikhism’s commitment to equality, and Judaism’s pursuit of tzedek (justice) mirror the core tenets of Wokeism.
Environmental Stewardship: Indigenous spirituality and Hinduism’s reverence for nature echo the environmental activism often associated with woke culture.

Wokeism, in this sense, can be seen as a secular expression of these age-old spiritual values, striving for a world where justice and empathy prevail.

The Rise of Wokeism as a Cultural Religion

Wokeism has evolved into what resembles a “modern religion.” The reasons are not far to seek. The deeper knowledge about Religion and Spirituality is almost lost and vested interests associated with using religion for power, influence and wealth of religious organizations have emerged as real dangers to the original religious and spiritual concepts. The lack of authoritative and unbiased sources of religious and spiritual education, coupled with people spending far less time in this aspect of their personal development, is a double whammy. However, the need for some degree of religious and spiritual education remains.

Age old and relevant religious and spiritual ideas, concepts and doctrine have been modified to concoct new ways to follow a path, abandoning simplicity and purity. Therefore the adoption of woke principles are aligned to modern lifestyles and preferences.

As an alternative Wokesim offers several aspects that are aligned to original religious and spiritual concepts, doctrines and beliefs, albeit in a manner that is more suitable to our modern day inclinations.

A Moral Code: Wokeism provides its followers with an alternate version of a sense of right and wrong.
Rituals and Practices: Social media activism, cancel culture, and virtue signaling have replaced confession, repentance, and atonement.
A Quest for Redemption: Like religious faiths that emphasize salvation or enlightenment, Wokeism often seeks to rectify historical wrongs and create a more equitable society.

Interfaith Perspectives

Religious leaders and spiritual thinkers offer varying perspectives on Wokeism:

Support for Woke Ideals: Progressive religious groups embrace woke principles as extensions of their faith. Churches advocating for LGBTQ+ rights, mosques emphasizing racial justice, and synagogues promoting environmental stewardship illustrate this alignment.
Caution Against Extremes: Traditionalists warn that Wokeism’s focus on secular ethics can overlook the deeper spiritual roots of justice and compassion. They advocate for blending activism with humility and faith-based principles.
A Call for Balance: Interfaith dialogues increasingly emphasize the need for balance—combining Wokeism’s call for action with spiritual values of forgiveness, patience, and introspection.

Wokeism’s Challenge to Traditional Religions

Wokeism also challenges long-held religious doctrines and traditions:

Gender and Sexuality: Many religious teachings are at odds with woke ideals of fluid gender identities and LGBTQ+ rights, creating tensions within faith communities.
Historical Accountability: Calls to address historical injustices, such as colonialism and systemic racism, often demand a reckoning with religious institutions’ roles in these histories.
Authority and Dogma: Wokeism’s rise as a cultural force questions the authority of traditional religious institutions, leading some to perceive it as a competing ideology.

Downside of Wokeism: A Critical Take

We live in a world that is increasingly influenced by the Digital Onslaught. This has led to extremely short attention spans. There is also widespread use of abbreviations, jargon, and abbreviated content.

Limited attention spans have necessitated that we byte sized sensational content is produced, best delivered graphically. As a result the overall ambit comprising, the genesis, context and progression path is lost. All we are exposed to is what’s presented to us with little or no background or authenticity. Even worse, slick SEO optimization is fine-tuned to the social media platform algorithms. Sponsored content oftentimes throws up content. This content is put out by parties having deep vested interests. They are well versed in ensuring that motivated content is pushed to the fore.

The concepts, philosophies, doctrines surrounding WOKE have been around for a very long time. However, what seems to be happening now is the application of these in a wider context. The narratives are stretched to suit agendas across all walks of life and in a myriad of contexts. Some agendas are apparent, others are hidden. Individuals, political parties, governments, and organizations often propel these agendas.

“Wokeness” is a double-edged sword—empowering for marginalized voices yet divisive in execution and reception. Its future will depend on how well individuals, corporations, and societies balance awareness, action, and authenticity.

An idea or concept is often exploited to the hilt. Over time, it falls by the wayside. These ideas and concepts fail miserably in addressing their core missions due to abuse and over-exploitation.

Wokeism, while rooted in awareness and social justice, has evolved into something far more polarizing. Here are some of the more glaring pitfalls of this cultural phenomenon:

Performative Activism and Tokenism

Too often, Wokeism devolves into shallow gestures rather than meaningful action. Campaigns like Budweiser’s ill-fated ad expose the emptiness of corporate woke messaging. The rainbow-washed Pride products that flood the market every June also reveal this emptiness. These efforts prioritize optics over substance, leaving customers questioning the authenticity of these so-called “inclusive” brands.

Alienation of Core Audiences

The push to align with progressive ideals has backfired spectacularly for companies like Budweiser and Jaguar. Instead of expanding their market, they alienated loyal customers who felt betrayed by the brands’ pandering to niche ideologies. The result? Budweiser lost over a billion dollars, and Jaguar faced public ridicule. Elon Musk’s sarcastic quip, “Do you sell cars?” about Jaguar’s ad encapsulates the growing skepticism toward corporate woke culture.

Cancel Culture and Silencing Dissent

One of the more insidious aspects of Wokeism is its role in fostering cancel culture. Cancel culture reflects the tension between progressive and often radical activism and the need for dialogue and redemption. The fine line between accountability and overreach continues to polarize.

Public figures like J.K. Rowling have faced career-threatening backlash for expressing views that deviate from woke orthodoxy. Wokeism does not encourage open dialogue. It often promotes a mob mentality. This mob mentality stifles dissent and punishes individuals for having differing opinions.

Over-Correction and Overreach

In its zeal to right past wrongs, Wokeism frequently over-corrects, creating new divisions instead of fostering inclusivity. For example, identity pronouns and hyper-focus on gender-neutral language seem well-intended, however, they can feel forced. They could also be alienating to those who don’t share these priorities. This obsession with non-conformity often alienates the very people it seeks to win over.

Non-conformity is all well and good, however extreme non-conformist leanings create deep divisions and discomfort. What’s worse? Non-conformity is sought to be normalized.

We’ve become aware of little kids in schools identifying themselves as animals https://www.lbc.co.uk/news/school-girl-identify-cat-investigation/

Over 5,700 underwent trans surgeries an article states. https://nypost.com/2024/10/08/us-news/over-5700-americans-under-18-had-trans-surgery-from-2019-23/

Hijacking of Important Movements

Genuine efforts are often started to address systemic issues. However, individuals, corporations, other organizations, and political parties or personalities have hijacked these efforts. They look to exploit these movements for personal and financial gain, agenda propagation, and political mileage. Wokeism has morphed into a tool for profit and virtue signaling, losing much of its original intent in the process. Instead of driving meaningful change, it often serves as a smokescreen for hidden agendas.

Polarization and Division

Far from uniting people, Wokeism often creates deeper divides. Generational and ideological gaps have widened as woke narratives are pushed to extremes. Younger generations champion these ideals, while older generations see them as radical and out of touch. This polarization leaves little room for dialogue, fostering an “us vs. them” mentality.

Pitfalls & Criticism of Religious & Spiritual Wokesim

Critics argue that this “cultural religion” can become dogmatic, enforcing conformity and punishing dissent, which some liken to religious zealotry.

While its aspirations are noble, Wokeism’s spiritual undertones can sometimes lead to excesses that clash with religious and spiritual values.

Judgment Over Forgiveness: Unlike spiritual teachings that emphasize grace and redemption, Wokeism’s cancel culture often prioritizes judgment and condemnation. This rigid approach can stifle dialogue and reconciliation.
Self-Righteousness: The moral superiority often associated with woke ideologies mirrors the pitfalls of religious fundamentalism, where the “unwoke” are treated as morally inferior.
Focus on Outward Change: Many spiritual paths emphasize inner transformation as the key to creating a just world, while Wokeism often prioritizes external activism and visible change.

Global Adoption and Adaptation

The “WOKE” discourse has spread beyond the U.S., resonating with local issues while facing similar criticism:

United Kingdom: Woke debates have surfaced around colonial history, with activists pushing for acknowledgment of Britain’s imperial past.
India: “Woke” discussions center on casteism, religious tensions, and gender equality, though traditionalists often push back.

Why It Matters

“WOKE” reveals shifting societal values and the growing demand for inclusivity and accountability. Wokeness also intersects with debates about whether certain perspectives are being silenced.

The Future of Wokeism: A Complex Landscape

Wokeism has become a phenomenon that influences media, politics, and corporate strategies. However, its future depends on how well society balances authenticity with action and dialogue with division.

Media and corporations will continue to adapt to changing values, with diversity becoming a baseline expectation.
Diversity training programs and awareness campaigns in corporations are encouraged. They help employees stay “woke” about biases. This ensures they are better informed and more sensitive to diversity.
The woke agenda may intensify political polarization. It shapes elections and policy debates. This became apparent in the recently concluded US Presidential race.
Gen Z and Millennials are likely to sustain woke ideals. They emphasize climate action, inclusivity, and equity in their careers and activism.

As Wokeism continues to influence cultural and societal norms, its intersection with spirituality and religion will evolve.

Lessons for Moving Forward

Authenticity is Key: Campaigns must reflect genuine values rather than opportunistic trends.
Foster Dialogue: Encourage open discussions, even with opposing viewpoints.
Focus on Solutions: Highlight actionable steps instead of just pointing out problems.
Avoid Over-Correction: Strive for balance to avoid alienating those who disagree.
Faith communities may increasingly adopt woke principles, blending them with spiritual teachings to address modern challenges.
Dialogues between woke activists and religious leaders could foster understanding and mutual growth.
Wokeism potentially can inspire spiritual movements that emphasize both inner growth and societal change, bridging the gap between action and contemplation.

Conclusion: A Call for Awareness

WOKEISM began as a movement for social justice and awareness. However, corporations, governments, and influencers have reduced it to a marketing tool.

The examples of Budweiser and Jaguar illustrate how easy it is to lose sight of the original intent. To move forward, we need authenticity, open-mindedness, and a focus on real solutions—not just optics.

At its best, Wokeism embodies the spiritual ideals of justice, compassion, and care for creation. However, to avoid the pitfalls of dogmatism and division, it must remain open to dialogue, humility, and the deeper spiritual truths that have guided humanity for millennia.

By aligning the energy of activism with the wisdom of spirituality, we can create a world that honors both the material and the transcendent—a world where justice, empathy, and unity prevail.

Are you WOKE enough to think critically about this? Let’s keep the conversation going.