In British English, “woke” originally referred to being aware of social issues, particularly around racism and inequality. It stems from African American Vernacular English (AAVE) and means staying alert to injustice and discrimination. Over time, it broadened to include awareness of a range of social issues, such as gender, LGBTQ+ rights, environmentalism, and more. However, woke has since been used in a variety of ways—sometimes positively, sometimes pejoratively. It can signal a socially conscious attitude, but it’s also used to criticise people or movements viewed as overly politically correct or performative.

The term “woke” originated in African American Vernacular English (AAVE) in the early 20th century, meaning “awake” or “alert” to social injustices, especially around issues of race and discrimination. For many years, it was a term associated with social awareness and activism, symbolising solidarity with marginalised communities and a commitment to addressing inequity.

For instance, a person might be described as “woke” for advocating for racial equality, supporting LGBTQ+ rights, or raising awareness about climate change. Saying someone is “woke” would mean they are informed, socially conscious, and active in promoting justice.

How “Woke” Gained Negative Connotations

In recent years, however, woke has taken on negative connotations in certain circles, often used to mock or criticise what is seen as excessive political correctness or superficial virtue signalling. Critics of wokeness argue that, in some cases, the term has come to represent a kind of moral superiority or self-righteousness, where individuals or companies promote progressive ideals more for appearances than for genuine support. This has led some people, particularly those who feel alienated by or sceptical of certain social movements, to use the term “woke” derogatorily.

For example, a corporation might launch a marketing campaign that promotes a social cause, but if critics feel that the company is merely exploiting the issue for profit rather than genuinely contributing to change, they might label the company’s actions as “performative wokeism.” Similarly, when individuals or groups aggressively call out others for perceived insensitivity or failings, it can lead to accusations of being “too woke,” where the focus shifts from building understanding to enforcing moral standards rigidly.

For Whom “Woke” Has Turned Negative

The backlash against “woke” primarily comes from two sources:

1. Socially Conservative or Anti-Progressive Groups: Some individuals and groups, particularly those with conservative views, feel that “woke culture” pressures people to accept progressive values they may not agree with. They might see “wokeism” as an overreach, where personal beliefs are judged or “cancelled” if they do not align with prevailing progressive ideals.
2. Moderates and Sceptics of Performative Activism: Others, including some moderates or liberals, are critical of what they perceive as “performative wokeness.” They may support the underlying social issues but feel that the term “woke” is sometimes applied in ways that lack sincerity or promote divisiveness, especially when individuals or organisations appear to engage with causes mainly to enhance their image. This group may feel alienated when debates become polarised, believing that nuanced or balanced perspectives are overshadowed by extreme expressions of ideology.

In this context, “woke” is no longer just about being socially aware; it has also come to signify a cultural divide. Those supportive of the term see it as a mark of empathy and progress, while critics view it as an emblem of excessive idealism or even censorship.

Yes, exactly. If you’re actively advocating for issues like racial equality, LGBTQ+ rights, or climate change, some conservative or anti-progressive people might label you as “woke” in a derogatory sense. While your advocacy would be rooted in promoting awareness, empathy, and social progress, critics might use “woke” to imply that you’re overly politically correct, pushing an agenda, or trying to signal moral superiority.

For example, if you speak out about racial discrimination or support policies aimed at reducing inequality, some critics might use “woke” to imply that your actions are performative or idealistic rather than grounded in practicality or tradition. The term might also be used by those who feel that these issues don’t warrant the level of attention or change you’re advocating for.

Essentially, “woke” becomes shorthand for expressing scepticism or disapproval of progressive activism or policies, even if your advocacy is well-intentioned and sincere.