Wokeism is now a focal point of global conversations: Rediffusion's Red Lab report

Rediffusion's Red Lab has come up with a report on Wokeism. The report says that the concept of "wokeism" has become a focal point of global conversations. “Emerging from a history of resistance against injustice, wokeism has grown into a significant movement advocating for social justice, equity, and inclusivity.”

The report further traces the origins of the term “woke”, which dates back to 1940, when a Black United Mine Workers member used it to symbolize awareness of racial injustices. It gained traction over decades, notably through William Melvin Kelley’s critiques of societal norms in 1962 and Erykah Badu’s 2008 song “Master Teacher,” which popularised the refrain “I Stay Woke.” By the late 2010s, “woke” had evolved into “wokeism,” representing a broader ideology aimed at challenging systemic inequities.

Wokeism emphasizes empathy for marginalized communities and highlights historical injustices, the report states. “However, the movement is not without its critics. Some argue that it has become overly performative and rigid, stifling open dialogue and alienating potential allies. This tension underscores a broader societal debate over free speech and the boundaries of advocacy.”

Talking about how brands have been connected to this term, the report includes instances like Nike, Patagonia, and Zomato embracing woke principles to connect with socially conscious consumers. However, experts caution against performative activism, stressing the importance of authenticity in aligning actions with values.