What does "Woke Branding" even mean?

Also known as “Woke culture” or “Brand leadership,” describes an increasing need for brands to prove awareness and engagement in social injustice. Consumers search to relate to brands through their standards and involved practices. The public progressively demands more transparency and growth from companies.

For its 2022 report, Interbrand declared that Brand leadership was the main differentiator shared by the top 10 performing Brands in the world. Proving that brand engagement is directly related to its relevance.