![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&rect=116%2C271%2C4648%2C3049&q=20&auto=format&w=320&fit=clip&dpr=2&usm=12&cs=strip)
Where 'woke' came from and why marketers should think twice before jumping on the social activism bandwagon
![Ankur Pathak on Twitter: "was looking up stuff on Urban Dictionary and ended up with my fav definition of woke. Oh boyyyyy https://t.co/LI9EUKBAVT" / Twitter Ankur Pathak on Twitter: "was looking up stuff on Urban Dictionary and ended up with my fav definition of woke. Oh boyyyyy https://t.co/LI9EUKBAVT" / Twitter](https://pbs.twimg.com/media/DaXHB8NWsAEifc3.jpg:large)
Ankur Pathak on Twitter: "was looking up stuff on Urban Dictionary and ended up with my fav definition of woke. Oh boyyyyy https://t.co/LI9EUKBAVT" / Twitter
![Amazon.com: Womens Not Woke Movement Anti Woke Definition and Meaning of Woke V-Neck T-Shirt : Clothing, Shoes & Jewelry Amazon.com: Womens Not Woke Movement Anti Woke Definition and Meaning of Woke V-Neck T-Shirt : Clothing, Shoes & Jewelry](https://images-na.ssl-images-amazon.com/images/I/71ZoAgu3gbL._SLDPMOBCAROUSELAUTOCROP288221_MCnd_AC_SR462,693_.jpg)