Woke washing refers to the practice of companies or individuals using social justice and progressive ideals as a marketing tool, without actually implementing meaningful change or addressing systemic issues. This term is derived from the word “woke,” which is often used to describe someone who is aware of and actively fights against social injustices. Woke washing is seen as disingenuous and exploitative, as it capitalizes on important social issues for profit or personal gain, rather than genuinely supporting and promoting social change. It is often criticized for being performative and lacking in substance, as it prioritizes appearance over action.