# "Woke" branding often makes little difference Canonical page: https://data.verasight.io/culture/woke-branding-often-makes-little-difference/ > Indexed question in Culture. ## Reading 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 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? "Woke" branding often makes little difference. - Wouldn’t make much of a difference: 33.4% - Much less favorable: 20.0% - Much more favorable: 14.2% - Slightly more favorable: 13.8% - Slightly less favorable: 10.3% - Not sure: 8.4% ## 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: 2024-01-18 → 2024-01-24 - 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 ## Source - Canonical question URL: [https://www.verasight.io/post/verasights-supports-academic-and-nonprofit-researchers](https://www.verasight.io/post/verasights-supports-academic-and-nonprofit-researchers) ## Citation Verasight Interdisciplinary Omnibus Survey #2024-006, fielded January 18-24, 2024, N=1,000 United States adults, +/- 3.5%. Canonical question URL: [https://www.verasight.io/post/verasights-supports-academic-and-nonprofit-researchers](https://www.verasight.io/post/verasights-supports-academic-and-nonprofit-researchers)