Divrsity Dictionary: The meaning of "Woke"

How does the term "woke" affect EDI Strategy Surveys for UK Companies.

7 October 2024 by Mark Holt

In recent years, the term "woke" has transcended its origins and taken on a life of its own, particularly within conversations about Diversity, Equity, and Inclusion (DEI). The term, once hailed as a badge of awareness about social injustices, is now mired in controversy.

In the UK, the word "woke" has undergone significant shifts in meaning and perception, especially in corporate, governmental, and media spheres - another example of how it's important to work with a company like Divrsity who can help with the constantly evolving language of EDI.

For Human Resources (HR) professionals and DEI specialists, understanding the etymology, evolution, and backlash against "woke" is not just a matter of linguistic curiosity. It's essential to navigating contemporary workplace dynamics and creating action plans that foster a genuinely inclusive culture.

This article delves into the origins of "woke," explores its evolution within the British context, and addresses the growing backlash it faces in the public and professional discourse.

At Divrsity, we believe that a focus on measurable, data-driven insights and outcomes is always the best way to avoid getting tangled in the woke controversies.

Etymology: From African American Vernacular to Mainstream Use

The term "woke" originally emerged from African American Vernacular English as a colloquial expression for staying alert and aware, particularly in the context of social and racial injustices. The earliest recorded use of "woke" in this sense appeared in the 1930s, in the lyrics of a protest song by African American folk singer Huddie Ledbetter (better known as Lead Belly). In his song Scottsboro Boys, Lead Belly warned of the dangers faced by nine Black teenagers falsely accused of rape in Alabama, advising people to "stay woke" to the systemic injustices inherent in the American legal system.

The phrase stayed largely within African American communities until it gained renewed prominence in the 21st century, notably during the Black Lives Matter (BLM) movement in the United States. Activists used the term to signal an awareness of police brutality, racial inequality, and other social justice issues, often in the context of institutionalised racism.

The Evolution of "Woke" in the UK

While "woke" was initially an Americanism, it crossed the Atlantic in the 2010s, gradually permeating UK discourse around social justice, politics, and DEI initiatives. With increasing globalisation and the widespread influence of social media, the language of the BLM movement found resonance among British activists and those working within the DEI space. The word "woke" became a shorthand for being attuned to injustices not only related to race but also gender, disability, sexual orientation, and socioeconomic inequality.

For HR professionals in the UK, the arrival of "woke" represented an opportunity to further critical conversations about inclusivity, workplace equity, and belonging. Companies increasingly adopted "woke" principles, often integrating them into their DEI strategies, recognising that a workforce that is alert to inequalities and bias is a more ethical and productive one.

The Changing Meaning of "Woke"

However, as with many words that shift from niche communities to mainstream usage, the meaning of "woke" began to change. As it entered the broader political and media lexicon, particularly in the UK, "woke" became detached from its original intent. By the mid-2010s, it was increasingly employed pejoratively to critique what some perceived as overzealous or performative social activism. This shift was partly driven by British media, where "woke" became synonymous with progressive ideals, but also with a supposed moral superiority or an agenda of "political correctness gone mad."

One of the key turning points in this semantic shift came during the Brexit referendum and its aftermath. The word "woke" was weaponised in debates about British identity, nationalism, and the role of multiculturalism in the UK. It began to be used dismissively by those who felt that the "woke agenda" was an imposition of minority viewpoints onto the majority.

In a more recent context, the backlash against "woke" has been reflected in politics. For instance, in 2021, the then UK Prime Minister Boris Johnson famously accused (now) Labour Leader Keir Starmer of being "woke," framing it as a negative characteristic that disconnected Labour from the concerns of "ordinary people." Similarly, the term "woke" has been appropriated by right-wing commentators and media figures as a catch-all term to deride progressive movements, with headlines such as “War on Woke” and phrases like "anti-woke" regularly splashed across British tabloids.

The Backlash Against "Woke" in the Workplace

In the corporate context, the backlash against "woke" presents HR and DEI professionals with a complex set of challenges. On the one hand, there is an increasing demand from employees and consumers alike for businesses to be socially responsible and actively engaged in fostering diversity and inclusion. On the other hand, companies risk alienating parts of their workforce or customer base if their DEI initiatives are perceived as performative or excessively "woke."

A 2021 survey by the Chartered Institute of Personnel and Development (CIPD) found that while 75% of UK employees viewed DEI initiatives positively, there was a marked increase in complaints about the politicisation of the workplace. Some employees expressed discomfort with mandatory DEI training, particularly when these programmes were framed as part of a "woke" corporate agenda. Critics argue that such initiatives sometimes appear tokenistic or that they prioritise superficial gestures over meaningful change.

This tension is not unique to the UK, but it does have particular resonance given the British media's fixation on the "culture wars." For HR professionals, the challenge lies in striking a balance—pursuing genuine DEI efforts while avoiding the perception that these efforts are either performative or overly moralistic. The backlash against "woke" underscores the importance of careful, authentic communication when rolling out diversity initiatives. Rather than simply adopting "woke" language, organisations must ensure their actions speak louder than words, grounded in a clear, measurable commitment to addressing inequalities.

The Role of EDI in Mitigating the Backlash

So, where does this leave the word "woke" within the UK's corporate landscape? Despite the backlash, the underlying principles behind "woke" remain relevant. Awareness of systemic bias, inequality, and the need for social justice is critical to fostering an inclusive workplace. However, the key for HR and DEI professionals is to focus less on the label and more on the substance of their initiatives.

One of the most effective ways to do this is through transparency and accountability. As companies develop DEI action plans, these plans should be data-driven and evidence-based, much like the insights provided by platforms like Divrsity. By grounding their initiatives in real metrics and employee feedback, companies can demonstrate that their commitment to inclusion is not just performative but genuinely aimed at fostering a culture of belonging.

Moreover, DEI professionals must be mindful of how they frame their initiatives. Moving away from polarising or politically charged language, and instead focusing on inclusive, accessible, and transparent messaging, can help mitigate some of the negative perceptions associated with being "woke." This involves listening to employees across the spectrum—those who are passionate about DEI as well as those who may feel alienated by certain terms or approaches.

Conclusion: The Future of "Woke" in DEI Work

As the word "woke" continues to evolve and face criticism, its complex journey in the UK offers important lessons for HR and DEI professionals. The backlash against "woke" underscores the importance of approaching DEI initiatives with authenticity, careful communication, and a focus on measurable outcomes. For HR teams and organisations, the term may have lost some of its original meaning, but the values of equity, inclusion, and social awareness that it once embodied remain more important than ever.

By moving beyond the rhetoric and focusing on meaningful action, UK companies can navigate the cultural landscape with integrity, ensuring that their DEI strategies not only foster diversity but also build an inclusive workplace where every employee feels valued and heard.

References

Eddo-Lodge, R. (2017). *Why I’m No Longer Talking to White People About Race*. Bloomsbury Publishing.
A seminal book on race relations in the UK, exploring how race is discussed and understood in modern Britain. Eddo-Lodge touches on the emergence of "woke" awareness in relation to systemic racism and social justice.
Gillborn, D. (2019). "The White Working Class, Racism and Respectability: Victims, Degenerates and Interest-Convergence." *British Journal of Educational Studies*, 67(1), 17-32.
This paper discusses how terms like "woke" are perceived in public discourse, particularly in connection to identity politics and class divisions within the UK, reflecting on how they have become weaponised.
Rhodes, J., & Brown, G. (2020). "Woke Capitalism? Corporate Social Responsibility and the Politics of Progressive Neoliberalism." *Critical Sociology*, 46(4-5), 565-581.
This article provides insights into the rise of corporate "wokeness" and how it has been perceived as both a marketing tool and a genuine social justice effort, with a focus on backlash within both corporate and public spheres.
Murray, D. (2019). *The Madness of Crowds: Gender, Race and Identity*. Bloomsbury Continuum.
In this book, Douglas Murray critiques modern identity politics, including the "woke" movement, framing it as divisive. While controversial, it reflects a significant perspective in the ongoing backlash against progressive politics.
Lewis, S. (2021). "The Rise of ‘Anti-Woke’ Sentiment: Media Framing and the UK Culture Wars." *Media, Culture & Society*, 43(2), 354-373.
This paper examines how UK media has constructed narratives around "woke" and "anti-woke" culture, offering a critical analysis of the role of the press in shaping public opinion and corporate responses.
CIPD (2021). *Diversity and Inclusion at Work: Facing Up to the Business Case*. Chartered Institute of Personnel and Development (CIPD).
This report explores workplace DEI initiatives in the UK, documenting both the benefits of inclusive policies and the backlash against them, often framed under the "woke" label.
Hall, S. (2020). "The Politics of Being Woke: Cultural Shifts and Political Polarisation in the UK." *Journal of Social Justice and Cultural Studies*, 12(3), 45-62.
A detailed exploration of how "woke" has become politically charged in the UK, this paper investigates its roots in social justice movements and the subsequent reactionary pushback.
Manji, I. (2019). *Don’t Label Me: How to Do Diversity Without Inflaming the Culture Wars*. St. Martin's Press.
While primarily US-focused, Manji's work offers useful insights on how terms like "woke" can be divisive, providing strategies for discussing diversity without exacerbating polarisation—a key issue also relevant in the UK context.