Connotations of companies referred to as "woke" in the U.S. 2023, by generation

Published by
J. G. Navarro,
Jul 9, 2024
As of June 2023, almost half (or 48 percent) of responding Gen Z adults surveyed in the United States stated that referring to a company as "woke" was very or somewhat positive. Millennials followed with 46 percent, while the shares among Gen Xers and baby boomers stood at 33 and 35 percent, respectively. Overall, little more than one-third of U.S. consumers deemed a brand positive for being called "woke".

Connotations of companies referred to as "woke" according to adults in the United States as of June 2023, by generation

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Release date

July 2023

Region

United States

Survey time period

May 31 to June 1, 2023

Number of respondents

2,204 respondents

Age group

18 years and older

Supplementary notes

The source did not specify the survey type or the year of birth for each generation.

Percentage points exceeding 100 percent are probably due to rounding.

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