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
Characteristic
Gen Z adults
Millennials
Gen Xers
Baby boomers
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Morning Consult. (July 11, 2023). Connotations of companies referred to as "woke" according to adults in the United States as of June 2023, by generation [Graph]. In Statista. Retrieved July 22, 2024, from https://www.statista.com/statistics/1400034/connotations-woke-companies-adults-united-states-generation/
Morning Consult. "Connotations of companies referred to as "woke" according to adults in the United States as of June 2023, by generation." Chart. July 11, 2023. Statista. Accessed July 22, 2024. https://www.statista.com/statistics/1400034/connotations-woke-companies-adults-united-states-generation/
Morning Consult. (2023). Connotations of companies referred to as "woke" according to adults in the United States as of June 2023, by generation. Statista. Statista Inc.. Accessed: July 22, 2024. https://www.statista.com/statistics/1400034/connotations-woke-companies-adults-united-states-generation/
Morning Consult. "Connotations of Companies Referred to as "Woke" According to Adults in The United States as of June 2023, by Generation." Statista, Statista Inc., 11 Jul 2023, https://www.statista.com/statistics/1400034/connotations-woke-companies-adults-united-states-generation/
Morning Consult, Connotations of companies referred to as "woke" according to adults in the United States as of June 2023, by generation Statista, https://www.statista.com/statistics/1400034/connotations-woke-companies-adults-united-states-generation/ (last visited July 22, 2024)
Connotations of companies referred to as "woke" according to adults in the United States as of June 2023, by generation [Graph], Morning Consult, July 11, 2023. [Online]. Available: https://www.statista.com/statistics/1400034/connotations-woke-companies-adults-united-states-generation/