War on Woke?

Looking at recent polling around “woke” culture, our Research and Insights team found the term—and the issues associated with it—may be less polarizing than national rhetoric can make them seem:

  • Most Americans (56%) view the term “woke” as a positive descriptor, meaning “to be informed, educated on and aware of social injustices.” About 2-in-5 (39%) think it is closer to meaning politically incorrect and policing others’ words. Sixty percent of Republicans view “woke” as an insult, compared to 25% of Democrats.
  • 48% of U.S. adults think businesses should take a public stance on current events. Eighteen to 29 year-olds (59%) are the most supportive of companies taking a stand, followed by 30-44 year-olds (51%), those 60 and older (43%) and 43-59 year-olds (41%).
  • About a third of Americans would describe themselves as feminists (32%), but 77% say they think men and women should have equal rights and status in society and be treated equally in every way.
  • Recently, Rep. Marjorie Taylor Greene called for a “national divorce” between Republican- and Democratic-led states, “from the sick and disgusting woke culture issues shoved down our throats to the Democrats’ traitorous America Last policies.” Majorities of both Democrats (69%) and Republicans (60%) say they disagree with Greene’s statement.
  • 48% of Millennials report having “some” or “a lot” of trust in Congress, making them the generation with the most faith in this institution. Gen Z adults have the least trust in Congress (32%). Baby boomers have the most trust in corporate America (47%), while Gen Z has the least (31%).