Being the first to support a good cause doesn’t always make you right — or woke. Especially in wake of major companies and brands, rallying behind activists and around social issues they aren’t morally aligned with. It is easier now, more than ever, to contribute to racy conversations on social media or through a hashtag, but the last thing you want to do on the web is be woke and be wrong. This practice has been coined “woke bait” by BLACK ENTERPRISE copy chief Seimond London.
“Woke bait” is hereby defined as social justice propaganda masked as a progressive campaign or just stance to elicit emotion, debate, or an economic transaction from a group of people.