Definition of «woke»

"Woke" is a term that originally meant being alert to racial prejudice and social injustice, but in recent years, it has been heavily repurposed as a pejorative by critics of progressive politics. In this contemporary cynical register, it is used to describe content, policies, or people perceived as being performatively or excessively focused on social justice, identity politics, or political correctness. It often carries a tone of frustration or mockery, suggesting that the "woke" entity is sacrificing quality or common sense for the sake of an ideological agenda. The phrase "go woke, go broke" is a common derivative used to predict the financial failure of companies that adopt these values.