![Where 'woke' came from and why marketers should think twice before jumping on the social activism bandwagon Where 'woke' came from and why marketers should think twice before jumping on the social activism bandwagon](https://images.theconversation.com/files/290857/original/file-20190904-175682-1l92pfq.jpg?ixlib=rb-1.1.0&q=45&auto=format&w=1200&h=675.0&fit=crop)
Where 'woke' came from and why marketers should think twice before jumping on the social activism bandwagon
![APStylebook on Twitter: "Use quotes around the slang term “woke," which originally described enlightenment or awakening about issues of racial and other forms of social justice. Some people and groups, especially conservatives, APStylebook on Twitter: "Use quotes around the slang term “woke," which originally described enlightenment or awakening about issues of racial and other forms of social justice. Some people and groups, especially conservatives,](https://pbs.twimg.com/media/FvN4mYFXsAQ5mRZ.png)
APStylebook on Twitter: "Use quotes around the slang term “woke," which originally described enlightenment or awakening about issues of racial and other forms of social justice. Some people and groups, especially conservatives,
![Tom Mars on Twitter: "For folks who give more weight to the Urban Dictionary, it says: “Being woke means to be paying f•••ing attention to what's going on.” Therefore, “not being woke” Tom Mars on Twitter: "For folks who give more weight to the Urban Dictionary, it says: “Being woke means to be paying f•••ing attention to what's going on.” Therefore, “not being woke”](https://pbs.twimg.com/media/FVn4n10X0AAdf9m.jpg)