Has society developed a vaccine against the so-called “woke mind virus”? It seemed that way when the Free Speech Union (FSU) was founded in 2020, standing against cancel culture and defending free expression. At its launch, there was optimism that the radical progressive wave that had swept through institutions and social discourse was finally ebbing.
Then, George Floyd’s death in May of that year ignited a global movement. Suddenly, what had been a fringe ideology transformed into a crusade, sweeping through the corporate world, academia, and even sports broadcasting. Black Lives Matter became not just a slogan but a fashionable allegiance, with everyone from multinational corporations to footballers taking the knee. However, for all the performative activism, it was hard to ignore the movement’s more radical undertones—anti-capitalist rhetoric, demands for reparations, and policies that often seemed divisive rather than unifying.
Yet, as the fervour of 2020 has faded, so too has the unquestioning acceptance of these ideas. By 2023, signs of pushback were visible. Bud Light’s ill-fated decision to partner with trans activist Dylan Mulvaney resulted in a dramatic sales slump. Hollywood was also feeling the effects of audience fatigue, with films heavy on ideological messaging struggling at the box office while unapologetically traditional blockbusters like Top Gun: Maverick soared. Even Nicola Sturgeon, once seen as untouchable, was forced from office amid a scandal involving a male sex offender being housed in a women’s prison—an issue emblematic of the broader gender debate that has increasingly alienated the public from progressive politics.
But despite these indications that “woke” had peaked, last year’s UK general election brought Labour back to power in a landslide, with promises of sweeping reforms to equality legislation and a full ban on conversion therapy. Could it be that, rather than retreating, the movement has merely taken on a different form, now institutionalised within government policy?
Across the Atlantic, however, the tide appears to be turning more decisively. The Republicans’ resounding victory in last November’s US elections—including retaking both the House and Senate—was, in part, a reaction to the excesses of the progressive agenda. Kamala Harris, widely regarded as too ideologically extreme, was rejected by the electorate, while corporate America has been quietly walking back its diversity, equity, and inclusion (DEI) policies. Deloitte, a firm that once mandated pronoun usage in email signatures, is now advising employees to drop them. Even Facebook has announced a shift away from fact-checking, with Mark Zuckerberg admitting that biased “fact checkers” had done more harm than good.
Perhaps the most striking shift has been in media. Once the undisputed guardians of progressive orthodoxy, outlets like CNN and MSNBC have seen sharp declines in viewership, while more right-leaning media has gained traction. The Washington Post, long a bastion of anti-Trump sentiment, has announced a pivot towards “defending personal liberties and free markets,” signalling a notable departure from its previous stance.
But what of Britain? On the surface, Starmer’s government appears committed to the DEI agenda. Councils continue to issue “inclusive language” guidelines, banning phrases like “hard-working families” and “blacklist.” McDonald’s UK is pushing ahead with ambitious diversity hiring targets, and major firms still trumpet their ESG (Environmental, Social, and Governance) commitments.
More Read
Yet, beneath the surface, there are hints that even Labour is beginning to read the room. Reports suggest that its planned conversion therapy ban has been quietly shelved, and there are rumblings that the controversial Equality Act reforms may be next. Even the overseas aid budget has been slashed by 40%, with funds redirected towards defence—a move more in line with traditional Conservative policy than progressive activism.
Perhaps the most significant indication of change is the shifting political landscape. Kemi Badenoch, the newly elected Conservative leader, has taken a firm stance against identity politics, while Reform UK continues to gain ground. Wes Streeting, once an advocate of NHS DEI initiatives, has begun criticising their effectiveness. These shifts suggest that, while the progressive movement remains influential, its grip on mainstream politics is weakening.
So, have we reached peak woke? History cautions against premature celebration—cultural movements rarely fade overnight. But for those who have spent the last decade fighting for free speech, individual liberty, and a return to common sense, the signs are at least encouraging. The ideological fever may not have broken entirely, but the symptoms are certainly less severe.
