Being woke is all about being perceptive and conscious of your environment. It would be best if you didn't aspire to hit the nail on the head the first time. Instead, the goal should be to open your brand for conversation with the consumer and evolve with them.

Relevant example

Are you open to a difficult conversation?

“We expected debate. Actually, a discussion is necessary. If we don’t discuss and don’t talk about it, I don’t think real change will happen,” Pankaj Bhalla, Gillette’s North America brand director, told CNN Business.