Brands Harness 'Wokeism' To Connect With Consumers: Rediffusion's Red Lab Report

Rediffusion's Red Lab has released a report on 'Wokeism', highlighting its emergence as a central theme in global discussions. “Emerging from a history of resistance against injustice, wokeism has grown into a significant movement advocating for social justice, equity, and inclusivity.”

The report traces the origins of the term 'woke' back to 1940, when a Black United Mine Workers member used it to signify awareness of racial injustices. Over the decades, it gained prominence, particularly through William Melvin Kelley's critique of societal norms in 1962 and Erykah Badu's 2008 song Master Teacher, which popularised the phrase 'I Stay Woke'. By the late 2010s, 'woke' evolved into 'wokeism', encompassing a broader ideology aimed at addressing systemic inequities.

According to the report, wokeism emphasises empathy toward marginalised communities and underscores historical injustices. “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.”

The report highlights how brands like Nike, Patagonia, Bodyshop and Zomato have embraced woke principles to resonate with socially conscious consumers. However, experts warn against performative activism, emphasising the need for authenticity and ensuring actions align with stated values.