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As a first-world leading country, the United States often sets the trajectory for global trends, themes, and actions. While some nations and businesses may not immediately follow suit, this shift might be something to anticipate and prepare for, as its ripple effects could shape international perspectives on woke-ism.
Originally rooted in Black American vernacular english (BAVE), the term 'woke' was synonymous with social consciousness, particularly around racial and systemic injustices. Over time, its meaning expanded to encompass advocacy for marginalised communities, including LGBTQ+ rights, gender equality, and climate justice. However, as cultural narratives shifted, so did the perception of woke-ism:
The recognition of gender diversity in the US has fluctuated over time. Previously, up to 74 gender identities were acknowledged, reflecting a broad spectrum of self-identification. These included:
1. Agender, 2. Androgyne, 3. Androgynous, 4. Bigender, 5. Cisgender, 6. Cis Female, 7. Cis Male, 8. Cis Man, 9. Cis woman, 10. Cisgender female, 11. Cisgender male, 12. Cisgender man, 13. Cisgender woman, 14. Female to male (FTM), 15. Gender fluid, 16. Gender nonconforming, 17. Gender questioning, 18. Gender variant, 19. Genderqueer, 20. Intersex, 21. Male to female (MTF), 22. Neither, 23. Neutrois, 24. Non-binary, 25. Other, 26. Pangender, 27. Trans, 28. Trans female, 29. Trans male, 30. Trans man, 31. Trans person, 32. Trans woman, 33. Transfeminine, 34. Transgender, 35. Transgender female, 36. Transgender male, 37. Transgender man, 38. Transgender person, 39. Transgender woman, 40. Transmasculine, 41. Two-spirit (and additional culturally specific identities).
With the executive order limiting gender recognition to only two, brands must reassess their inclusivity policies, marketing strategies, and corporate messaging. This decision could have far-reaching effects on how businesses engage with consumers, particularly younger generations who prioritise diversity and inclusivity in brand relationships.
Diversity, equity, and inclusion (DEI) initiatives have become foundational pillars for modern businesses. However, the anti-woke movement raises concerns about whether DEI efforts will be scaled back, rebranded, or abandoned altogether. For marketers and PR professionals, this presents a strategic conundrum:
The debate over woke-ism is not just about branding – it reflects broader societal changes. As businesses adapt to evolving cultural expectations, several potential outcomes emerge:
As woke-ism continues to be both celebrated and condemned, brands must tread carefully. The key to success lies in understanding audience sentiment, aligning corporate values with authentic action, and maintaining a balanced approach to inclusivity. Rather than reacting impulsively to political shifts, businesses should develop long-term strategies that reflect their brand ethos while fostering meaningful engagement with diverse audiences.
At Brandfundi, we believe brand communications should reflect trends and shape meaningful conversations that drive societal progress. The challenge is not about choosing sides but fostering dialogue that bridges divides. Brands that prioritise meaningful connections, inclusivity, and authenticity will continue to build trust and remain relevant in a dynamic cultural landscape.