"Woke" is a term coined by various individuals who self-profess to hold various "progressive" viewpoints in order to declare that they have "woken up" to the "reality" of what they consider to be various societal ills and injustices in the modern world.
However, the term has largely been adopted by critics of these individuals as a term of derision to reflect the real situation at work, that situation being "many of the individuals who use that term to describe themselves suffer from a form of tunnel vision that has prevented them from being able to put what they regard as the ills and injustices into full perspective".
As part of this, you'll sometimes hear the phrase "Get woke, go broke" stated after an offering intended to appeal to "progressive" sentiments ended up being a bust. In this instance, the powers-that-be decided to make their product offering more "progressive" without doing the necessary marketing research that should be done to justify the change, and as a result missed the fact that the proposed changes would alienate more customers than draw in.
For example, suppose that a pair of "woke" chefs decide that a particular area needs a 100% vegan restaurant... solely because there isn't one, and so they figure there should be pent-up demand for it. Had they dug deeper, they would have realized that the reason why no one else had established such a restaurant is because the only dedicated supplier in the area charges so much that by the time the cost of everything is passed on to the customer base, the prices for most menu items are so high that the community they intend to serve cannot afford to eat there on a regular basis.
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