Done with woke ideology being shoved in your face?

Liberate yourself from the corporate wokehold.

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Do you know which brands fund pride?

Watch our video report and see which brands are funding pride events targeted at children.

We’re tired of woke companies destroying America:

Pandering to the Radical Left

Billions of dollars are poured into blatant virtue signaling, eroding traditional values and distorting reality.

Destroying the Free Market

Corporations are more concerned with pushing social and political activism than with providing quality products and services.

Creating Corporate Tyranny

Mandated indoctrination incentivizes conformity and penalizes diversity of thought, ensuring assimilation into the woke hive.

Making Merit Meaningless

DEI focusing on quotas over merit fosters false progress, swapping genuine achievement for superficial indicators of success.

But, we believe it can change:

We believe consumers deserve the right to choose brands that align with their values. Buy Woke Free is the only site that rates brands on wokeness and helps you find alternatives.

Identify Woke Brands

We research and review brands to help you know how woke they are.

Elevate Woke Free Brands

We help you find brands that you can feel good about supporting.

Restore American Values

Be free to buy stuff without being forced to affirm woke agendas.

Frequently-Asked Questions

How does Merriam-Webster define "woke"?

While the Merriam-Webster English Dictionary defines the meaning of woke as “awareness of social issues,” this sanitized definition obscures the ideology’s true impact. Originally used in African American communities as a call to “wake up” and change the world by addressing social injustices, the term has evolved into a radical movement threatening traditional values. By 2024, “woke” has become synonymous with enforced progressive orthodoxy in our institutions. While the Black Lives Matter movement popularized the term, it now represents a broader agenda pushing critical race theory, gender ideology, and the dismantling of merit-based systems. Conservative leaders, including President Donald Trump, have identified the “woke mob” as a threat to American values, free speech, and individual liberty. The growing resistance to woke ideology reflects Americans’ rejection of this divisive worldview.

The modern woke movement represents progressive activism that undermines traditional American values in today’s culture war. While historically connected to figures like Marcus Garvey, today’s woke ideology promotes critical race theory, identity politics, and radical gender theories that divide rather than unite. Conservative leaders have exposed how corporate America embraces woke policies at the expense of merit and excellence, often using the word The movement’s focus on virtue signaling over genuine problem-solving demonstrates its superficial nature. Being “woke” has become synonymous with enforcing progressive orthodoxy, silencing dissent, and promoting policies that discriminate under the guise of equity. Rather than addressing real issues, woke ideology creates division and undermines the principles of individual responsibility and equal opportunity that make America great.

The opposite of the word woke – now commonly used as a pejorative – is not ignorance or indifference, as progressives claim, but rather common sense, traditional values, and belief in true equality under the law. Being “unwoke,” “anti-woke,” or “woke-free” means supporting merit-based systems over identity politics, defending free speech and open debate, and promoting unity rather than division. It also rejects the divisive elements of cultural appropriation discourse when misused to stoke tension, instead focusing on celebrating shared cultural contributions. It means upholding traditional American values while rejecting discriminatory “equity” policies and supporting equal opportunity, not equal outcomes. Historical events like the Scottsboro Boys case remind us of real injustice, but today’s woke ideology exploits such history to promote a radical agenda that undermines rather than advances true justice and equality.

Cancel culture represents the enforcement arm of woke ideology, using social pressure and mob tactics to silence dissent and destroy those who challenge progressive orthodoxy. While proponents claim it promotes accountability, cancel culture manifests as mob justice without due process and the suppression of conservative voices. Framed as a means to achieve social justice and often justified by the rallying cry to “stay woke,” it leads to professional destruction over political disagreements and enforces conformity to progressive ideology. This systematic suppression of free speech and traditional values has become a primary tool of woke activists seeking to reshape society according to their radical vision.

The term “woke” has undergone a significant transformation from its origins to its modern usage. Historically, “woke” emerged in African American communities as a call for awareness of social injustice and systemic racism. Early examples, such as Huddie Ledbetter’s (Lead Belly) protest songs and social activist Marcus Garvey’s calls to “wake up” to inequality, emphasized vigilance against oppression. It saw a resurgence during the Black Lives Matter movement, drawing attention to issues like systemic racial disparities and police violence, which many woke people have highlighted.

Today, however, “woke” has evolved into a polarizing term central to cultural and political debates. While it once symbolized social awareness, critics argue it now represents a coordinated ideological movement promoting identity politics, progressive orthodoxy, and divisive policies. This modern “woke culture” prioritizes identity-based preferences over merit, enforces mandatory diversity training, incorporates radical gender ideologies in education, and fosters media censorship of conservative viewpoints. These critics view it as a betrayal of its original mission, accusing it of perpetuating new forms of discrimination and division.

Conservative figures like President Donald Trump and Ron DeSantis have positioned themselves against “woke ideology,” framing it as a threat to American values of liberty, meritocracy, and equal opportunity. Campaigns like DeSantis’s “Stop Woke” and critiques of the “woke mob” highlight the pushback against what many perceive as ideological overreach. Satirical commentators, such as Titania McGrath, parody its perceived excesses, while media outlets explore its cultural and societal impact.

As debates around wokeness continue into 2024, society remains divided on its implications. Advocates seek to reclaim its original meaning of social justice and awareness, while critics argue for a return to principles that emphasize individual liberty and merit, free from the divisive policies associated with today’s woke movement.

Media outlets like NPR and ABC News explore the complexities of woke ideology, shedding light on its evolution and impact on contemporary society. While some advocate reclaiming the term’s original meaning—focused on awareness of social injustice—others use “woke” as a pejorative to critique what they see as overreach by left-leaning activism.

Debates around cultural appropriation, LGBTQ rights, and critical race theory have further solidified “wokeism” as a divisive concept synonymous with progressive values. Figures like Vivek Ramaswamy argue against ever surrendering to the woke, framing the term as a dog whistle for broader cultural and political conflicts that shape modern America. This ongoing discourse reflects the term’s central role in navigating the nation’s ideological divide.

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