Woke wave is ebbing: society is changing!

Woke wave is ebbing: society is changing!

The Woke movement has changed the world forever and left a deep mark that has sparked much controversy. Once a reflection of tolerance and diversity, it has now become, for some, a synonym for excessive political correctness and economic loss. NZZ reports that billions were invested and lost when companies like Gillette and Procter & Gamble tried to jump on the "woke" marketing bandwagon, only to alienate their customers. Equally noticeable is the economic blow suffered by some of the world's largest companies as Disney and Anheuser Busch adjusted their product placements, resulting in declining sales.

Nevertheless, the countermovement is only now showing its full impact. Prominent politicians, like Donald Trump, are saying no to woke ideology, while large companies are scaling back their diversity measures. In Europe and the United States, governments have begun to enact laws restricting or regulating gender reassignment surgeries on minors. The former wave movement is now being curbed step by step. But there are dangers lurking here too, because extreme advocates like Trump could well overstep the mark and dilute the return to a previous normality.

Companies in the woke dilemma

The business world was particularly divided in the Woke era. Companies like Toyota and Goodyear found themselves in the spotlight when they scrapped diversity initiatives - a move that wasn't always well received. Meanwhile, CEOs like Mark Zuckerberg are being criticized: He introduced Facebook's up to 70 gender options, but there is now a lack of a clear line in his corporate management. While once drivers of innovation in social change, companies today face a shitstorm from conservative customers with their visors down.

A look back at causes

The Woke movement emerged from an academic discourse that revived in the 1980s. Their ideology was based on the work of theorists like Judith Butler and found its way into numerous social debates, from Black Lives Matter to gender identities. Today it is remembered as an attempt to achieve social justice, which sometimes led to “social injustice”. A lot of it revolved around money and recognition within society. Numerous smaller actors benefited from the secrecy, which gave the movement a bitter aftertaste.

Widespread impacts

Aviation is not spared from scandals either. In a parallel development, Boeing, an industry giant, has for years faced allegations of deception in connection with 737 MAX crashes. How daily news reported, the aircraft manufacturer now wants to plead guilty, which could prevent a lengthy trial. The crashes in 2018 and 2019 tragically claimed 346 lives, a scandal that is forcing Boeing to admit to disclosing its flaws in the system.

But one thing remains certain: While militant woke waves are slowly ebbing, the discussion about social justice, identity and responsibility remains alive. The constant change in society and the economy encourages reflection on how future generations can achieve balance between personal freedoms and social interaction - an inevitable dialogue that will create the basis for future movements.