![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&q=45&auto=format&w=1200&h=675.0&fit=crop)
Where 'woke' came from and why marketers should think twice before jumping on the social activism bandwagon
![Connor Tomlinson on Twitter: "No, you detached midwit: being "woke" is evil. In the words of Ash Sarkar, "woke" means "redistrubtion of wealth, power, and land along racial, gender, and class lines." Connor Tomlinson on Twitter: "No, you detached midwit: being "woke" is evil. In the words of Ash Sarkar, "woke" means "redistrubtion of wealth, power, and land along racial, gender, and class lines."](https://pbs.twimg.com/media/FEy8n9EX0AApTdj.jpg:large)
Connor Tomlinson on Twitter: "No, you detached midwit: being "woke" is evil. In the words of Ash Sarkar, "woke" means "redistrubtion of wealth, power, and land along racial, gender, and class lines."
![Four in five people in the UK believe in being 'woke' to race and social justice | Society | The Guardian Four in five people in the UK believe in being 'woke' to race and social justice | Society | The Guardian](https://i.guim.co.uk/img/media/ed6eb4ec0a953668f9866ebc45b8972ef2a80e1d/0_300_6000_3600/master/6000.jpg?width=1200&height=900&quality=85&auto=format&fit=crop&s=83261986fe269397082c9635d651d863)
Four in five people in the UK believe in being 'woke' to race and social justice | Society | The Guardian
![A black and white logo design to symbolize the concept of being woke to the injustices and prejudices in the world. Stock Illustration | Adobe Stock A black and white logo design to symbolize the concept of being woke to the injustices and prejudices in the world. Stock Illustration | Adobe Stock](https://as1.ftcdn.net/v2/jpg/03/57/02/94/1000_F_357029491_QTgyLhgmR2eJxgzdAguMBYbc6xAhufDA.jpg)