"Woke" branding often makes little difference
Core finding
For a plurality of Americans, a business calling itself “woke” changes nothing: 33% say it wouldn’t much affect their opinion, according to a Verasight survey conducted Jan. 18-24, 2024.
Negative reactions edge out positive ones: 30% of adults view such a business less favorably (including 20% much less favorably), against 28% who view it more favorably (including 14% much more favorably). The remaining 8% are unsure.
Topline distribution
"Woke" branding often makes little difference.
If a business were described as “woke," would that give you a more favorable opinion of them, a less favorable opinion, or wouldn’t it make much of a difference?
n = 1,000 · Jan 18–24, 2024 · MoE ±3.5%
Methodology
Full methodology →| Mode | Verasight panel recruited via random address-based sampling, random person-to-person text messaging, and dynamic online targeting |
|---|---|
| Population | United States adults |
| Field dates | Jan 18–24, 2024 |
| Base (unweighted) | 1,000 |
| Margin of error | ±3.5% |
| Module | Verasight Interdisciplinary Omnibus Survey #2024-006 |
| Sponsor | Verasight |
| Weight variable | weight |
| Weighting targets | age, race/ethnicity, sex, income, education, region, metropolitan status |
Sources
- www.verasight.io/post/verasights-supports-academic-and-nonprofit-researchers
If a business were described as “woke," would that give you a more favorable opinion of them, a less favorable opinion, or wouldn’t it make much of a difference?
Cite this question
Verasight Interdisciplinary Omnibus Survey #2024-006, fielded January 18-24, 2024, N=1,000 United States adults, +/- 3.5%.