“Australians have woken up to the divisive woke agenda of the elites which seeks to divide us. Importantly, younger Australians are returning to a values system of individuality and egalitarianism,” said Brianna McKee, National Manager of Generation Liberty at the Institute of Public Affairs.
New IPA research and polling, Peak Woke: The Declining Popularity of Social Justice Ideas in Australia, analyses the use of key words in Google web searches in Australia associated with critical social justice theories over the past two decades. The research finds:
- The popularity of woke words accelerated sharply after 2015 to its peak in March 2023, but has since declined by 20 per cent since its peak.
- 89 per cent of Australians explicitly support the principle of equality before the law, rather than making distinctions between groups to make up for alleged historical injustices.
- Only 34 per cent of Australians support affirmative action in the workplace, 49 per cent oppose it with 17 per cent unsure.
- Just one-third of Australians said their race, gender, sex or ethnic background was an important or very important factor in their voting habits.
“Wokeness encompasses a range of critical social justice theories which demand individuals view the world through the prism of class, race, or gender, and to place their identity within the broader societal division between two groups: oppressors and the oppressed,” Ms McKee said.
“The IPA’s research clearly shows Australians have had enough of pernicious and divisive agenda, as well as identity politics that are pushed on them in schools, universities, at work and at sporting events.”
Average search popularity score of woke terms and phrases, by month
“The cultural correction underway reflects a broader realisation that society functions best when it shares a belief in objective truth, shared values, and moral norms. The excesses of woke ideologies are being revealed as impractical and harmful,” Ms McKee said.
“However, despite these positive signs we cannot be complacent. Wokeness remains entrenched in the institutions that shape public life.”
“Universities, the media and government bodies continue to push woke ideas, identity politics and critical social justice theories. While this further underscores the disconnect between the elites and mainstream Australians, you can be sure they won’t go down without a fight,” Ms McKee said.
The research has identified a pushback from Gen Z Australians, who more than previous generations have borne the brunt of woke.
“Gen Z have been berated more than past generations to see the world through the prism of race and gender, where every act is a potential trap for cancel culture police. It’s no wonder younger Australians are turning away from this divisive agenda and its constant conflict,” Ms McKee said.
Percentage of respondents who believe their race, gender, sex, or ethnic background was important or very important to their voting habits
In addition, 55 per cent of those aged 25-34 (Millennials) support affirmative action in the workplace, yet this falls to 46 per cent of those aged 18-24 (Generation Z), again highlighting Australia has passed peak woke.
“These findings are a lesson for our leaders that Australians understand full well that there is more that unites us and divides us. At a time when social cohesion is collapsing in Australia, there are welcome signs the divisive agenda of the political class is starting to be rejected,” Ms McKee said.
“It is also very encouraging that just a third of Australians support affirmative action in the workplace. Most mainstream Australians just want to be treated equally and rewarded on merit, not because of their identity.”
“Despite these encouraging trends, wokeness remains entrenched in much of Australia’s big corporates, which are teeming with diversity, equity and inclusion departments and staff. It is time corporate Australia focused on productivity, not pitting their staff against one another.”
To download Peak Woke: The Declining Popularity of Social Justice Ideas in Australia click here.
To download the IPA’s polling data click here.
