Diversity and Equality in Health and Care
ISSN: 2049-5471
Open Access Review Article
Wokeism: A Critical Analysis of its Impact on Society and the
Emergence of Woke Capitalism
Peter Phiri1,2*
1Department of Psychology, University of Southampton, Southampton, United Kingdom
2Department of Research and Innovation, Southern Health NHS Foundation Trust, Southampton, United Kingdom
ABSTRACT
Wokeism, a social and political movement centred on intersectionality and social justice, has garnered
both praise and criticism for its impact on contemporary society. While proponents of wokeism argue
that it fosters empathy, raises awareness of social justice issues and promotes solidarity among
marginalised individuals, critics contend that it stifles open discourse, prioritises identity politics over
merit and contributes to an "us versus them" mentality. This article explores the complexities of
wokeism, its strengths and challenges, the impact on society, and the emergence of Woke capitalism.
Recommendations for policy makers, institutions, and employers to address the challenges of
wokeism are also discussed. Engaging in critical analysis and open dialogue is essential for
understanding wokeism's multifaceted nature and its implications for society, ultimately leading to a
more equitable and just future.
Keywords: Woke-ism; Intersectionality; Social justice; Cancel culture; Identity politics; Open discourse;
Diversity; Empathy; Woke capitalism; Corporate social responsibility
INTRODUCTION LITERATURE REVIEW
Wokeism, also referred to as "woke culture," has emerged as
a prominent social and political movement in recent years.
Hindrance to Open Discourse
This movement is centred on issues of social justice and One of the primary challenges of woke-ism is its potential to
inequality and is characterized by its focus on hinder open discourse and meaningful debate. In an
intersectionality, the interconnected nature of social environment where individuals are hesitant to express their
categorizations such as race, gender and class as they apply to opinions for fear of being labelled as insensitive or intolerant,
a given individual or group. While wokeism has been lauded it becomes difficult to engage in productive discussions about
for its efforts to address systemic injustices and promote complex social issues. Consequently, this reluctance may
greater empathy and understanding, it has also faced criticism impede progress towards addressing and resolving these
for its potential to restrict free speech, stifle dissenting issues [2].
opinions, and prioritise identity politics over individual merit
[1].
Received: 18-April-2022 Manuscript No: IPDEHC-23-16473
Editor assigned: 21-April-2022 PreQC No: IPDEHC-23-16473 (PQ)
05-May-2022 QC No: IPDEHC-23-16473
Reviewed:
08-May-2023 Manuscript No: IPDEHC-23-16473 (R)
Revised:
05-June-2023 DOI: 10.21767/2049-5471.20.03.20
Published:
Correspondence to: Peter Phiri, Department of Psychology, University of Southampton, Southampton, United Kingdom; E-mail:
[email protected]Citation: Phiri P (2023) Wokeism: A Critical Analysis of its Impact on Society and the Emergence of Woke Capitalism. Divers
Equal Health Care. 20:20.
Copyright: © 2023 Phiri P. This is an open-access article distributed under the terms of the Creative Commons Attribution
License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source
are credited.
© Under License of Creative Commons Attribution 4.0 License
This article is available in: https://www.primescholars.com/diversity-and-equality-in-health-and-care.html Volume 20 . Issue 03 . 020
Page 2
Phiri P
Focus on Individual Experiences Black Asian and Minority Ethnic (BAME) employees. In 2020, a
report revealed that BAME staff in the NHS were paid
Another challenge of wokeism is its tendency to focus on significantly less on average than their white counterparts.
individual experiences and identities rather than collective This issue has sparked conversations around race and equality
goals. Although it is essential to acknowledge and address within the organisation, highlighting the challenges of woke-
issues related to discrimination and marginalization, it is ism in addressing disparities in pay and representation.
equally important to concentrate on broader social and Nationally UK has had several industrial actions due to pay
political concerns. A singular focus on individual experiences issues and working conditions with the latest nursing pay
may limit the potential for systemic change (Figure 1) [3]. increase offer for 5% by the government currently being
considered by unions and members.
Impact of Wokeism on Contemporary Society
Increased awareness: Wokeism has had a multifaceted
impact on contemporary society. On the one hand, it has
contributed to increased awareness of important issues
related to social justice and equality, such as police brutality,
sexual harassment, and income inequality. By drawing
attention to these issues, wokeism has facilitated greater
empathy and understanding for marginalised and
discriminated individuals [6].
The #Metoo movement: The #MeToo movement, which
gained momentum in 2017 after several high profile cases of
sexual harassment and assault in the entertainment industry,
is an example of the impact of wokeism on contemporary
society. The movement shed light on the widespread nature
of sexual misconduct and the power dynamics that enable it.
Wokeism contributed to the movement's success by
Figure 1: The complex interactions between one’s amplifying the voices of survivors, raising awareness of
individualistic experiences and those of collective society. systemic issues and prompting changes in policies and
workplace culture (Figure 2).
The following three case examples typify these challenges
The BBC and the Naga Munchetty controversy: In 2019, BBC
Breakfast presenter Naga Munchetty faced criticism for
expressing her opinion on President Donald Trump's
controversial tweets that suggested four congresswomen of
colour should "go back" to their countries. The BBC initially
ruled that Munchetty breached impartiality guidelines;
however, following public backlash, the ruling was reversed.
This incident highlights the challenges of wokeism when it
comes to maintaining impartiality in media while addressing
sensitive issues [4].
The New York times and James Benner resignation: On the
other side of the pond, ‘the New York times and the James
Bennet resignation’ illustrated the challenges of wokeism, as
reported by Rutenberg. In June 2020, James Bennet, the
editorial page editor of the New York times, resigned after
facing backlash for publishing an op-ed by Senator Tom cotton
titled "send in the troops.” Critics argued that the op-ed
Figure 2: depicts women protesting for the #MeToo
promoted militarised force against protesters during the
movement which bought into light the injustices experienced
nationwide demonstrations following George Floyd's murder.
by many due to the abuse of power by high profile individuals
Many employees expressed their concerns, arguing that the
and furthered by deep-rooted systemic issues.
publication of the piece put Black staff members in danger.
This case demonstrates the challenge of wokeism, where The gender pay gap reporting: In the UK, the ‘gender pay gap
open discourse and diversity of thought may be stifled by reporting’, comes to mind. The UK government mandated
concerns of causing harm or offence [5]. gender pay gap reporting for companies with more than 250
employees in 2017. This requirement has increased
National Health Service (NHS and the bame pay gap: The
transparency and awareness of pay disparities between men
NHS has faced scrutiny for the pay gap between white and
Volume 20 . Issue 03 . 020
Page 3
Phiri P
and women, prompting discussions and actions to address police violence, ultimately sparking conversations and
the issue. Wokeism's influence in raising awareness about changes in policy worldwide.
gender inequality has played a role in pushing for policies
A lot is going on in academia in relation to wokeism, for
like these [7].
instance, the subject of “Decolonising the curriculum in UK
Diminished diversity of thought: On the other hand, high education institutions” is gathering momentum. Several
wokeism has also led to negative consequences, such UK higher education institutions have initiated efforts to
as a diminished diversity of thought and a reluctance to decolonise their curricula. These efforts aim to challenge the
engage in meaningful debate (Figure 3). Additionally, it has Eurocentric focus of traditional academic programs and
contributed to an "us versus them" mentality, wherein ensure that diverse perspectives and histories are included in
individuals are often pitted against one another based on the curriculum. The university of Cambridge, for example,
their identities and experiences. launched a project in 2017 to examine the curriculum's
representation of non-European authors and ensure the
inclusion of diverse voices. Woke-ism has played a role in
raising awareness about the importance of including diverse
perspectives in education [9].
DISCUSSION
Community and Solidarity
Another strength of wokeism is its ability to create a sense of
community and solidarity among those who share similar
experiences. By uniting individuals who have been historically
marginalised or discriminated against, wokeism has cultivated
a sense of belonging and connection (Figure 4).
Figure 3: Highlights one of the core issues societies that
society is facing diminished diversity of thought. Thoughts
and views are being restricted, with individuals avoiding
debates and discussion due to the fear of being cancelled.
Raising awareness: Wokeism possesses several strengths, one
of which is its capacity to raise awareness of critical social
justice issues. By highlighting issues related to discrimination
and marginalisation, wokeism has fostered increased empathy
and understanding for historically oppressed individuals.
Furthermore, it has drawn attention to systemic issues
pertaining to inequality and injustice. Figure 4: Depicts solidarity and a sense of belonging, which is
a huge element of wokeism. It fuels a sense community,
Consider the Grenfell tower tragedy. The Grenfell tower fire in especially for marginalised and minoritized groups.
2017, which claimed 72 lives, led to widespread discussions
about social inequality, housing safety, and the government's
Fostering Open Discourse
responsibility to protect its citizens. Wokeism has helped
amplify these discussions, leading to increased public To address the challenges and limitations of wokeism, several
pressure for government action and policy changes to address measures can be implemented by policy makers, institutions
social inequalities and ensure safe living conditions for all [8]. and employers. First, fostering an environment conducive to
open discourse and meaningful debate is paramount. This can
Another typical case example would be the black lives matter
be achieved by encouraging individuals to express their
protests. The Black Lives Matter (BLM movement, which
opinions respectfully and constructively. A fitting case
advocates for racial justice and the end of police brutality
example here would be the Starbuck’s diversity and inclusion
against black people, exemplifies the strengths of wokeism.
initiatives [10].
The movement gained global attention following the deaths
of George Floyd, Breonna Taylor and Ahmaud Arbery in 2020. In response to a 2018 incident where two black men were
Woke-ism's focus on intersectionality and social justice wrongfully arrested at a Philadelphia Starbucks, the company
allowed the BLM movement to highlight systemic racism and closed its stores for a day to conduct anti-bias training.
Volume 20 . Issue 03 . 020
Page 4
Phiri P
Starbucks has since implemented new diversity and inclusion Woke capitalism, where companies take a stance on social
initiatives, including setting goals for increasing minority issues while facing scrutiny over their motives and sincerity
representation in leadership positions, providing resources for [13].
employee-led diversity groups and committing to
transparency in their progress. This example illustrates how
organisations can address wokeism's challenges by fostering CONCLUSION
open discourse and promoting diversity and inclusion. In the The concept of wokeism has had a profound impact on
UK, the Lloyd’s of London and initiatives; the Lloyds of various aspects of contemporary society, including popular
London, the insurance market has launched several initiatives culture, politics and business. As we continue to navigate
to promote diversity and inclusion in the workplace, including these complex issues, it is essential to critically evaluate the
the Dive in Festival, an annual event focusing on diversity and strengths and limitations of this ideology. While wokeism may
inclusion in insurance. Lloyd's has also introduced a gender offer some solutions to pressing social issues, it is crucial to
balance target of 35% women in leadership positions by 2023 remain cognizant of its potential shortcomings and approach
demonstrating how organisations can take steps to address it with a critical eye. In summary, wokeism presents a complex
the challenges of wokeism. and multifaceted set of challenges that necessitate a nuanced
Emphasising collective goals: Secondly, it is critical to and critical analysis. Its impact on society is far-reaching and
prioritise community collective goals over individual requires thoughtful consideration of its strengths and
experiences. While recognizing and resolving discrimination limitations. As we progress, it is essential to continue
and marginalization issues is critical, it is also vital to engaging in open and honest dialogue about the issues raised
concentrate on broader social and political concerns in order by wokeism and to seek diverse perspectives and sources of
to affect systemic change. information in order to fully understand its impact. By doing
so, we can better address the challenges facing our society
Prioritising diversity of thought: Lastly, it is crucial to and work towards a more equitable and just future.
prioritise diversity of thought and perspective. This can be
accomplished by establishing a workplace culture that • Wokeism is a complex and multifaceted concept that
supports and encourages different points of view and addresses social issues related to race, gender, and other
experiences [11]. forms of inequality.
• Wokeism has been criticised for its perceived tendency to
Woke Capitalism stifle free speech, engage in cancel culture, and promote
identity politics over individual merit.
Wokeism’s problems have also given rise to a phenomena • Wokeism has also been praised for its focus on
known as Woke Capitalism. This word refers to the practice of intersectionality and its potential to provide a more
companies or firms utilising their brands, such as Nike and nuanced and holistic understanding of social issues.
Ben and Jerry's, to take a stand on social issues such as racial
• Wokeism has had a significant impact on various aspects
inequality and global warming. While some see these
of society, including popular culture, politics and business.
initiatives as a significant step forward in corporate social
responsibility, others see them as a cynical marketing • Woke capitalism, in which companies use their brand to
technique, claiming that these businesses prioritise profit take a stance on social issues, has emerged as a result of
over genuine social progress. the growing influence of wokeism.
• Wokeism presents both strengths and limitations, and it is
Unilever’s sustainable living plan: Unilever, a British-Dutch important to engage in critical analysis and open dialogue
multinational consumer goods company, launched the when evaluating its impact on society.
Unilever sustainable living plan in 2010. The plan aimed to
reduce the company's environmental impact and improve
social conditions, including sourcing 100% of agricultural raw REFERENCES
materials sustainably and enhancing the livelihoods of
1. Ibrahim Y, Howarth A (2021) The Munchetty controversy:
millions of people. While Unilever has been praised for these
Empire, race, and the BBC. Gender Work Org. 28(1):
efforts, critics argue that the company still has a long way to
231-247.
go in fully addressing social and environmental issues,
illustrating the complexities of Woke capitalism [12]. 2. Buchan J, Charlesworth A, Gershlick B, Seccombe I (2017)
Rising pressure: The NHS workforce challenge. Healt
Nike’s dream crazy campaign: Another suitable and widely Foundat. 7:12-15.
publicised case example which typifies woke capitalism was 3. Kantor J, Twohey M (2017) Harvey Weinstein paid off
‘Nike's "dream crazy" campaign. In 2018, Nike launched its sexual harassment accusers for decades. New York Time.
"dream crazy" advertising campaign, featuring Colin 5:12.
Kaepernick, the former NFL player who protested racial 4. Blundell J (2020) Wage responses to gender pay gap
injustice by kneeling during the national anthem. While the reporting requirements. Center for Economic
campaign drew praise for addressing social issues, it also Performance, LSE.
faced criticism for potentially exploiting a genuine issue for
5. Hodkinson S (2018) Grenfell foretold: A very neoliberal
commercial gain. This case exemplifies the complexities of
tragedy. Soc Pol Rev. 30:5-26.
Volume 20 . Issue 03 . 020
Page 5
Phiri P
6. Buchanan L, Bui Q, Patel JK (2020) Black lives matter may copper oxide nanoparticles. J Nanosci Nanotechnol. 8(6):
be the largest movement in US history. The New York 3191-3196.
Times. 3:2020. 12. Hokita Y, Kanzaki M, Sugiyama T, Arakawa R, Kawasaki H
7. Beyer C (2022) Introduction: Decolonising English. In (2015) High-concentration synthesis of sub-10-nm
Decolonising the Literature Curriculum. Cham Spr Int copper nanoparticles for application to conductive
Pub. 5:12-15. nanoinks. Appl Mater Interfaces. 7(34):19382-19389.
8. Logan N (2016) The starbucks race together initiative: 13. Hosseinzadeh R, Mohadjerani M, Mesgar S (2017) Green
Analyzing a public relations campaign with critical race synthesis of copper oxide nanoparticles using aqueous
theory. Pub Relat Inq. 5(1):93-113. extract of Convolvulus percicus L. as reusable catalysts in
9. Cornelius N (2021) From slavery and colonialism to black cross-coupling reactions and their antibacterial activity.
lives matter: New mood music or more fundamental IET Nanobiotechnol. 11(6):725-730.
change? Equ Diver Inc Int J. 40(1):8-20.
10. Pop D (2022) Popular culture wars: Racism, gender and
empire and the transformations of 21st century
capitalism. Ekphrasis. Imag Cinem Theory Med. 28(2):
5-48.
11. Saif Hasan S, Singh S, Parikh RY, Dharne MS, Patole MS, et
al. (2008) Bacterial synthesis of copper/
(QI)
Volume 20 . Issue 03 . 020
