How Wokeness Became Its Own Wokeness: Its Evolution and Impact on the New World of Work

Everywhere we turn, we are sure to encounter some or other form of wokeness gone mad. This places undue pressure on an environment that is best served by open dialogue, respect and tolerance for opposing views. Workplaces and the people that serve them, thrive in cultures that allow for the free flow of information and ideas. Any attempt to stifle this should be approached with the utmost circumspection and a healthy dose of emotional maturity.

So how did wokeness become its own wokeness? The original intent of wokeness—to encourage inclusivity and equity, but has, in some cases, been overshadowed by its own extremes. This occurs when the movement prioritises ideological purity and public image over genuine progress. The rise of cancel culture, performative virtue signalling, and rigid moral absolutism often forces businesses into a precarious position, where any misstep, real or perceived, can result in backlash.

Wokeness, born out of social justice movements aiming to raise awareness and address systemic inequalities, has morphed into a cultural force that now impacts not only individuals but also corporate entities. While its roots lie in empathy and fairness, wokeness has, at times, evolved into an inflexible and performative standard, creating unique challenges for businesses striving to navigate this landscape.

For corporations, the shift of wokeness into its own form of dogma has become a double-edged sword. On one hand, aligning with progressive ideals can enhance a company’s reputation. On the other, the excesses of wokeness can lead to reputational damage, employee dissatisfaction, and even financial losses.

?The negative impacts of over-reach in wokeness manifests itself in numerous ways, namely:?

1.???? Performative Activism and Consumer Scepticism: Many companies feel compelled to adopt public stances on social issues to align with "woke" ideals. However, when these stances are perceived as disingenuous or opportunistic, they can backfire. Consumers today are savvy and quick to spot when a corporation's activism is performative. This loss of trust may cause consumers to boycott companies seen as exploiting social causes for profit rather than truly supporting them. Furthermore, businesses risk being labelled as hypocritical if their internal practices (e.g., employee treatment, diversity) do not match their public messaging. A prime example of this are companies in South Africa who are at pains to ensure that their television adverts include people drawn from all race groups, supposedly to reflect the make-up of the local population, when their own executive teams are composed almost entirely of people from a single racial grouping.

2.?Polarisation of Customer Bases: Taking a firm stance on divisive social issues can alienate segments of a company’s customer base. While some customers may applaud the move, others may feel excluded or resentful, resulting in lost business. For example, high-profile campaigns seen as overly "woke" have led to boycotts by consumers who view them as pandering or out of touch with broader societal norms. The recent debacle at a large pharmaceutical retailer in South Africa is a case in point.

3.?Internal Culture Challenges: The pressure to appear "woke" externally can create tensions within a company’s workforce: Employees may fear expressing differing opinions on social issues, leading to a culture of silence rather than genuine inclusivity. Efforts to meet diversity or representation goals may be perceived as tokenistic, potentially alienating both the individuals hired under such initiatives and their colleagues. ?Furthermore, employees may feel frustrated if the company spends significant resources on symbolic gestures while neglecting core business operations or their well-being.

4.?Financial and Operational Risks: Excessive focus on "woke" branding can strain finances and divert attention from core business goals. Coming across as overly ideological in initiatives, like mandatory training programs, can lead to legal and reputational issues. Brand dilution happens when prioritising “woke” stances in social messaging overshadows products or services, weakening the brand’s core value proposition.

5.?Cancel Culture’s Ripple Effect: In the age of social media, even minor missteps can snowball into significant crises. Companies accused of failing to meet woke standards, whether through an ad campaign or an executive’s statement, can face:

·?????? Rapid Escalation of Public Criticism: Negative press and viral social media campaigns can damage a company’s reputation almost overnight.

·?????? Unfair Accountability: Businesses are often held to higher moral standards than individuals or governments, creating disproportionate expectations.

Several corporations have experienced backlash due to overreaching wokeness in recent years, often facing consumer boycotts, public criticism, and negative media attention. Here are a few examples where companies have been accused of prioritising ideological purity or performative activism over their business operations, leading to financial or reputational consequences:

1.???? Bud Light (Anheuser-Busch): In 2023, Bud Light faced backlash after partnering with transgender influencer Dylan Mulvaney in a marketing campaign seen as virtue signalling by some conservative consumers. This led to significant sales declines, boycotts, and criticism. The controversy caused Anheuser-Busch's U.S. beer market share to drop, with major retailers pulling the product.?

2.???? The Walt Disney Company: Disney faced criticism for adopting "woke" policies, including LGBTQ+ representation in films like?Lightyear?and opposing Florida's "Don't Say Gay" bill. This sparked backlash from conservative groups and parents who viewed these actions as political overreach. The controversy led to protests, boycotts, stock declines, and broader challenges in leadership and business performance.

3.???? Nike: Nike's partnership with Colin Kaepernick, symbolising protests against racial injustice, sparked mixed reactions. While praised by socially conscious consumers, it angered conservative groups, leading to boycotts and protests, including public burnings of Nike products. Despite initial backlash, Nike experienced increased sales and loyalty among younger audiences, highlighting the divisive impact of "woke" corporate decisions.?

4.???? Coca-Cola: In 2021, Coca-Cola faced backlash for a "diversity training" seminar encouraging employees to "be less white," which critics deemed racially divisive and patronising. The controversy sparked social media outrage, boycotts from conservative groups, and negative publicity. While Coca-Cola avoided long-term financial losses, the incident prompted an apology and the discontinuation of the training.?

5.???? Facebook (Meta): Meta has been criticized for amplifying "woke" content while allegedly suppressing conservative viewpoints, particularly during politically sensitive times. This led to accusations of censorship, bias, and virtue signalling, sparking boycotts and public distrust. The backlash contributed to a polarized user base, diminished trust in content moderation, and stock volatility.

These examples illustrate how wokeness, when pushed to an extreme or perceived as inauthentic, can result in significant consequences for companies. Whether through alienating large portions of their consumer base, triggering boycotts, or leading to reputational damage, overreaching wokeness can create a fine line for brands to walk. While embracing social justice values can be beneficial, companies must strike a balance to ensure their activism is seen as genuine and aligned with their core audience's values.

So, this begs the question: How should business respond to wokeness? To navigate the challenges posed by wokeness without falling into its extremes, companies should focus on the following strategies:

1.???? Authenticity Over Performative Gestures: Ensure that any public stance is backed by meaningful actions. For instance, if a company supports a social cause, it should demonstrate that support through concrete initiatives rather than just marketing campaigns.

2.???? Focus on Core Values: Stay true to the organisation’s mission and values. Align social responsibility efforts with areas where the company can genuinely make an impact rather than reacting to every trending issue.?

3.???? Foster Open Dialogue: Create an internal culture where employees feel safe to express diverse opinions without fear of retribution. This promotes inclusivity in the truest sense.

4.???? Balance Representation with Merit: Strive for diversity while ensuring that hiring and promotion decisions are based on merit and fairness to avoid perceptions of tokenism.

5.???? Prepare for Backlash: Develop crisis management plans to address potential fallout from controversial decisions. Transparency and accountability are key to weathering such storms.

6.???? Educate, Don’t Indoctrinate: Offer training programs that focus on fostering understanding and collaboration rather than enforcing rigid ideological perspectives.

Wokeness, in its original form, was a call for greater awareness and justice. However, as it has evolved into a more rigid and performative standard, it has created challenges for businesses navigating the modern social landscape. To thrive, companies must balance their social responsibility with authenticity, fairness, and a focus on their core mission. By avoiding the pitfalls of performative activism and ideological overreach, businesses can engage meaningfully with social issues while maintaining their integrity and long-term success.

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