The "Woke" Label and Its Weaponization

In 2014, the term “woke” entered the mainstream lexicon as a cultural shorthand for awareness of social injustices, particularly those related to race. Originating from African American Vernacular English (AAVE), it was a rallying cry to “stay woke”—a call for vigilance against systemic oppression. But today, the term has been twisted and turned into a weapon. Instead of encouraging awareness, “woke” is now used to silence discussions about inequality, dismiss legitimate concerns, and discredit those advocating for change. The evolution of this term tells a larger story about how society grapples with uncomfortable truths about systemic racism.

A Narrative Shift: From Awareness to Derision

In 2020, I was at a local store when a man glanced at my business card and proclaimed loudly, “Oh, you’re one of those woke consultants.” My card mentioned nothing about diversity, equity, or inclusion. Yet, in his mind, my work advocating for principled leadership and systemic accountability had been reduced to a caricature—one that he could dismiss with a single word. This interaction epitomized a growing trend: the use of “woke” as a pejorative to stifle dialogue.

This isn’t an isolated phenomenon. The politicization of “woke” gained momentum during Donald Trump’s presidency. Federal employees in diversity, equity, and inclusion (DEI) roles were laid off en masse, with entire departments dismantled. Their work—ensuring fairness in hiring, addressing workplace discrimination, and creating equitable opportunities—was reframed as unnecessary, divisive, or worse, “woke.”

The term became a convenient way to dismiss efforts to confront systemic racism, sidestepping accountability by portraying these initiatives as radical or out of touch.

Case Study: The Weaponization in Business

Consider the case of a Fortune 500 company that launched a robust DEI initiative in 2019, promising sweeping changes to address racial disparities in leadership. By 2022, those initiatives were quietly scaled back. Publicly, the company cited budget constraints, but internally, executives expressed concerns about being labeled as “going woke.”

This fear wasn’t unfounded. A growing number of organizations have faced backlash for their DEI efforts, accused of prioritizing political correctness over profitability. The result? Companies retreat into silence, leaving systemic issues unaddressed. Employees from marginalized backgrounds, who were promised change, find themselves abandoned, their trust eroded.

For CEOs and CHROs, this example serves as a cautionary tale. Leaders who shy away from equity initiatives risk not only eroding employee trust but also undermining long-term organizational resilience. Studies show that diverse teams drive innovation, and companies with strong DEI programs are more likely to outperform their peers financially.

The Psychology of Dismissal

Labeling someone or something as “woke” is more than a rhetorical move—it’s a psychological tool. It creates an “us versus them” dynamic, where advocates for equity are painted as extremists. This framing dehumanizes those fighting for change, making it easier to ignore their arguments.

Take the example of school curricula. When educators introduce lessons on systemic racism, they’re often accused of pushing a “woke agenda.” This framing shifts the conversation from the substance of the lessons—addressing historical inequities—to the motivations of the educators. Instead of debating the merits of teaching about redlining or the civil rights movement, opponents derail the discussion by attacking the premise itself.

For business leaders, this dynamic can manifest in decisions to curtail DEI programs due to fear of controversy. However, failing to confront these challenges head-on signals a lack of courage and commitment to values. Organizations that lead with integrity set themselves apart in a competitive marketplace.

The Cost of Avoiding Accountability

The weaponization of “woke” does more than silence individuals—it perpetuates systemic racism by deflecting attention from real issues. For instance, policies that disproportionately harm marginalized communities, such as voter suppression laws or inequitable healthcare access, often go unchallenged because discussions about them are dismissed as “woke politics.”

A glaring example is the ongoing wealth gap between Black and white Americans. According to a 2022 report by the Federal Reserve, the median wealth of white families was nearly eight times that of Black families. Efforts to address this disparity through reparations or targeted economic policies are frequently dismissed as “woke ideology,” preventing meaningful progress.

For CEOs, addressing systemic inequities isn’t just a moral imperative—it’s a business one. Ignoring these disparities alienates employees, customers, and investors who increasingly expect companies to align with their values. In contrast, organizations that actively confront inequities position themselves as industry leaders and earn lasting loyalty.

Case Study: Innovation Through Inclusion

Inclusion doesn’t just drive equity; it fuels innovation. Volvo, for example, made headlines when it redesigned seat belts to account for the physiology of women, a move inspired by diversity in their engineering team. Traditional seat belts, designed primarily with male crash-test dummies in mind, left women at greater risk of injury. By incorporating diverse perspectives, Volvo not only improved safety for a broader population but also set a new standard for the automotive industry.

Such examples underscore the tangible benefits of inclusion. Companies that prioritize equity don’t just do the right thing—they gain a competitive edge by creating better products, enhancing customer trust, and driving long-term success.

Reclaiming the Narrative

To dismantle systemic racism, we must reclaim the narrative around “woke.” Instead of allowing it to be a tool for derision, we can reframe it as a commitment to justice and equity. This begins with language: challenging the misuse of “woke” and insisting on substantive conversations about the issues it’s meant to obscure.

Organizations can lead by example. Rather than retreating from DEI efforts, businesses should double down, integrating equity into their core strategies. Transparency is key—publishing data on diversity metrics, pay gaps, and hiring practices can demonstrate accountability and build trust. Initiatives that connect equity efforts to broader business goals can also mitigate backlash, demonstrating that these commitments are integral, not optional.

A Call to Action

The weaponization of “woke” is a symptom of a larger issue: society’s discomfort with confronting its inequities. For leaders, this is an opportunity to lean into discomfort and take decisive action. Start by evaluating how your organization fosters equity and inclusion—not as a side initiative but as a central business strategy. Partner with your teams to identify systemic barriers within your workplace and collaborate with external experts to address these challenges. Engage your communities through open dialogues that prioritize listening and learning over defensiveness. These steps will not only drive meaningful change but will position your organization as a beacon of integrity and innovation in an increasingly values-driven world. But discomfort is necessary for growth. By rejecting the dismissal of legitimate concerns and focusing on systemic change, we can create a more equitable future.

For CEOs and CHROs, the choice is clear: Lead the charge toward systemic equity, or risk being left behind in a world that increasingly demands accountability. The next time someone uses “woke” to discredit a discussion, ask: What truths are they avoiding? What systems are they protecting? Because ultimately, staying woke isn’t about division. It’s about awareness, accountability, and action.

This is a defining moment. Will we allow a word to be weaponized against progress, or will we use it as a catalyst for change?