![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
![Opinion: With polarizing culture wars, the economy splits between woke and anti-woke - The Globe and Mail Opinion: With polarizing culture wars, the economy splits between woke and anti-woke - The Globe and Mail](https://cloudfront-us-east-1.images.arcpublishing.com/tgam/IQ4MFCXB7ZKP5GM5GIQGBBES2Q.jpg)
Opinion: With polarizing culture wars, the economy splits between woke and anti-woke - The Globe and Mail
![Amazon.fr - Critical Race Theory and Woke Culture: America's Dangerous Repeat of China's Cultural Revolution - Zhao, Mike - Livres Amazon.fr - Critical Race Theory and Woke Culture: America's Dangerous Repeat of China's Cultural Revolution - Zhao, Mike - Livres](https://m.media-amazon.com/images/I/71Xsx8IMe4L._AC_UF1000,1000_QL80_.jpg)
Amazon.fr - Critical Race Theory and Woke Culture: America's Dangerous Repeat of China's Cultural Revolution - Zhao, Mike - Livres
![With the left asleep at the wheel, the right has surged ahead with its cynical anti-woke narrative | Ellie Mae O'Hagan | The Guardian With the left asleep at the wheel, the right has surged ahead with its cynical anti-woke narrative | Ellie Mae O'Hagan | The Guardian](https://i.guim.co.uk/img/media/9ba0c90fe91af56c83e8f02efec963df5a3f3826/0_214_3250_1950/master/3250.jpg?width=1200&height=1200&quality=85&auto=format&fit=crop&s=01741fe0038ca1bccd8b157b72429ec0)