The Global Backlash Against 'Wokeness' in Business: What Companies Need to Know Now

Written By Sabrina K. Garba

GLG Insights | Verônica Grigoletto | September 16, 2025

In boardrooms and parliaments around the world, the word “woke” has become a shorthand for political debate, corporate positioning, and public backlash. But behind the headlines and legislative noise lies a deeper story, one about power, values, and the evolving expectations placed on institutions.

This isn’t just a U.S. culture war. In Canada, Hungary, the U.K., Brazil, and parts of the EU, governments and political actors are targeting what they see as overreach by corporations in areas like diversity, equity, climate action, and human rights. Meanwhile, companies that once championed social causes are now walking a tightrope between impact and perceived overexposure.

How We Got Here

Photo by Markus Winkler on Unsplash


The early 2020s ushered in a wave of corporate commitments to racial justice, climate sustainability, LGBTQ+ rights, and social impact. But as public attention shifted and political tides turned, those same statements became liabilities in the eyes of some stakeholders, not just in the U.S., but globally. Today, we’re seeing a new phase: coordinated efforts to roll back DEI policies, discredit ESG investing, and penalize values-based branding.

In Hungary, companies have been fined for LGBTQ+ inclusive advertisements. In Brazil, there’s growing resistance to corporate land acquisition tied to sustainability initiatives. In the U.K., certain universities and institutions are facing funding threats for perceived left-leaning programming. Even the EU’s corporate sustainability reporting directive (CSRD) has prompted intense pushback from business lobbies.

The message is clear: values-forward companies are entering a new era of scrutiny.

Why This Matters for Business Leaders
 This moment is not just about brand risk,  it’s about operational strategy. Companies expanding into global markets need to understand that what is seen as progressive in one country may be penalized in another. Public affairs, government relations, marketing, and HR must work together to assess regional dynamics, anticipate political shifts, and protect long-term brand equity.

What does that look like in practice?

  • A global beauty brand pulled its inclusive campaign after political backlash in Southeast Asia.

  • A North American energy company faced internal protests after reversing a DEI hiring initiative under political pressure.

  • A multinational firm had to rework its employee benefits language to comply with newly passed local regulations in Eastern Europe.

In each case, it wasn’t just about “optics.” It was about internal trust, stakeholder alignment, and reputational resilience.

How GLG Helps Organizations Navigate This Moment
We specialize in supporting institutions through high-stakes transitions. Our advisory work helps leaders:

  • Build values-aligned influence strategies that can stand up to scrutiny

  • Conduct reputational foresight and scenario planning across international markets

  • Align DEI, ESG, and brand initiatives with broader operational resilience

  • Prepare internal comms and leadership to navigate reputational attacks with clarity

We believe values shouldn’t be abandoned; they should be strategically embedded and locally attuned.

A Final Word
 The backlash against “wokeness” is not just a trend. It’s a global signal that institutions must be more sophisticated in how they lead with values, especially when entering or operating in politicized markets. This isn’t a call to retreat. It’s a call to reframe, to move from symbolic performance to durable strategy.

Your organization’s credibility doesn’t come from the loudest statement. It comes from the quiet, consistent work of showing up with integrity, in every region, in every decision.

Let us help you design that strategy.

Sabrina K. Garba
Next

Executive Coaching for Modern Institutions: Turn Misalignment into Momentum