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The Conversation

Where 'woke' came from and why marketers should think twice before jumping on the social activism bandwagon

imageThe woke concept has morphed from social licence to caricature. Samantha Sophia/Unsplash, CC BY-SA

First used in the 1940s, the term “woke” has resurfaced in recent years as a concept that symbolises awareness of social issues and movement against injustice, inequality, and prejudice.

But popularity has diluted its meaning and the idea...

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The Conversation


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