As we step into 2025, many of us are thinking about fresh starts and the hope of positive change. Yet, even as we embrace the new year, we find ourselves grappling with old challenges – one of which is the continued misuse and misunderstanding of the term “woke.” A term once associated with awareness and social justice has now been twisted by many into an insult. Politicians and pundits now use it as a shortcut to blame 'everything wrong with society’, while others shy away from it altogether, fearful of being labelled as too preachy or out of touch. But how did we get here, and what does this shift mean for our collective efforts to create a more inclusive world?

The backlash against wokeness isn’t new, but recent developments like Meta’s rollback of DEI commitments and protections remind us that this resistance is far-reaching and ongoing. In the UK, the term has become a political battleground, with figures like Rishi Sunak and Kemi Badenoch promising to rid the country of “woke nonsense” during their leadership bids. It’s a sentiment echoed in the media, where phrases like “anti-woke warrior” are used as badges of honour. This isn’t just a trend borrowed from the US; it’s a deeply rooted resistance to progress, particularly when it challenges existing power structures. For example, The Daily Mail publishes an annual 'Woke List,' criticising public figures for what it perceives as 'virtue signalling,' further fuelling the backlash against efforts for inclusion and equality.

At its core, “woke” began as a simple call to stay aware. Originating in Black communities as early as the 1930s, it encouraged vigilance against systemic injustices like racism and police brutality. Over time, it evolved into a broader movement for equality, encompassing issues of race, gender, sexuality, and more. It was about questioning the status quo, standing up for what’s right, and striving for a better future.

But as with many movements, the term “woke” has been co-opted and distorted. In today’s media landscape, it’s often framed as a catch-all for identity politics, cancel culture, and virtue-signalling. This shift hasn’t just come from the right; even within progressive spaces, the word has become divisive. Some see it as overly simplistic or performative, a hollow echo of the radical ideals it once represented.

In the UK, this backlash isn’t just about language; it’s about policy and culture. From debates over gender identity in schools to resistance against diversity initiatives in workplaces, the pushback against “wokeness” is a pushback against change. It’s a refusal to acknowledge that systemic inequalities still exist and need to be addressed.

So, where does that leave us? At Diversifying Group, we believe it’s time to reclaim the conversation. The idea of being “woke” isn’t about policing behaviour or scoring points on social media. It’s about empathy, awareness, and action. It’s about recognising that everyone deserves a fair shot at life and work, and that we all have a role to play in making that happen.

Critics often dismiss wokeness as idealistic or impractical, but history shows us that progress is always met with resistance. Just as movements for women’s suffrage and civil rights faced backlash in their time, today’s push for inclusivity and equality is no different. Change is uncomfortable and messy, but it’s also necessary. At its heart, being “woke” is about caring. Caring about fairness, about justice, about building a world where everyone can thrive. 

As we move forward, let’s focus on what truly matters - creating workplaces and communities where everyone feels valued and empowered. In the end, the fight for inclusion isn’t about labels or buzzwords - it’s about caring for other people, building something better and fighting for what matters. As the inimitable Kathy Burke puts it: “They’re calling you ‘woke’ if you call out bad things, basically. If you’re not racist, you’re woke. If you’re not homophobic, oh, you’re woke. Be woke, kids. Be woke. Be wide awake and f***ing call it out.”

Written by Oliver Gilbody, Director of Marketing & Creative