National “Woke” Branding Focus Group

Publication date: July 29, 2022


  1. The word “woke” is only vaguely familiar to voters but not top of mind for them. They refer to “woke” ideas as “propaganda” and proponents as “agents.”
  2. Environmental, social, and governance (ESG) criteria is not a topic with which participants are familiar, so they do not make a connection between this issue and the education topics of critical race theory (CRT) and sex/gender education.
  3. Voters are tolerant of opposing viewpoints, but strongly oppose topics like CRT and sex/gender issues being taught in K-12 education, especially to younger children. They believe children are being targeted with this propaganda.
  4. Participants strongly support ensuring Congress’s role of making laws is preserved and that they have the final say in rule changes from federal agencies, especially expensive rule changes.