In the wake of the intense cultural and political climate of the early 2020s, often characterized as "Peak Woke" or "Woke 1," a notable shift is occurring within the progressive wing of the Democratic Party. Prominent figures like Rep. Alexandria Ocasio-Cortez have begun to distance themselves from the specific language and policies that defined that era, suggesting a strategic pivot towards more broadly appealing economic issues and present-day concerns.
Ocasio-Cortez recently echoed a sentiment from New York City Council member Chi Ossé, stating that "Woke 1 was crazy." This sentiment reflects a broader trend among emerging progressive leaders who have secured primary victories in states like New York, Colorado, and Michigan. The emerging playbook involves downplaying past controversial stances on issues such as pandemic masking, defunding the police, and the broader vocabulary associated with that period, and instead refocusing on policies aimed at improving citizens' daily lives.
This strategy appears to be yielding electoral success. Zohran Mamdani, who moderated his stance on defunding the police during his mayoral campaign, is now the mayor of New York. Similarly, Darializa Avila Chevalier, a congressional candidate, won her primary despite resurfaced deleted posts criticizing deportation policies. Wisconsin gubernatorial candidate Francesca Hong, who faced criticism for past social media activity, has shifted her campaign focus to issues like data centers and education funding.
Electoral outcomes suggest that primary voters are granting progressives a period of reevaluation. While Republicans aim to leverage these past issues in general elections, their attempts have seen limited success in high-profile races since 2024. The challenges lie in how cultural issues like race, gender, sexuality, and affirmative action are framed, as broad terms like "wokeness" can oversimplify complex arguments about equity and inclusion, particularly when national media coverage may not fully reflect the perspectives of everyday and working-class communities of color.
Evolving Progressive Ideals and Messaging
The core progressive ideals—diversity, equity, and fairness—continue to resonate with Democratic voters. Support for criminal justice reform remains strong, and candidates focusing on these principles, as well as concepts like reparations, find traction within the electorate. The significant change appears to be in the public-facing message, with less emphasis on what is described as "nonprofit register" or "Ford Foundation cadence" language and more on accessible policy proposals.
This recalibration is most evident in the shift towards economic populism and affordability. Abdul El-Sayed, who previously centered his gubernatorial campaign on climate and the Green New Deal, now highlights economic concerns such as the cost of groceries, housing, healthcare, and the nation's fiscal priorities. This focus on affordability is seen as a more universal message compared to the "representation" frame, which may have primarily resonated with a more educated, professional demographic.
The legacy of figures like Sen. Bernie Sanders is also being re-examined. While Sanders primarily focused on class issues, later adopted more identity-focused rhetoric. Today's progressive leaders, like Ocasio-Cortez and El-Sayed, are perceived as more adept at blending class critique with social concerns.
Shifting Voter Demographics and Establishment Credibility
The cultural phenomenon of "woke" largely took hold in liberal and academic circles, with less impact on working-class voters who may have felt alienated by corporate responses to social justice movements. The current political landscape suggests voters are increasingly skeptical of an "establishment" perceived to have mishandled critical issues like inflation and immigration. This skepticism, coupled with the severe implications of former President Donald Trump's actions, renders the cultural debates of "Peak Woke" less impactful in comparison.
Recent electoral contests, such as the Wisconsin primary, illustrate these dynamics. Candidate Francesca Hong's success is attributed to her focus on issues like data centers and her nuanced approach to geopolitical events, signaling an ability to connect with voter priorities beyond traditional party lines. Despite competitive primaries, strategists anticipate a strong show of unity among Democrats ahead of the general election, united by common goals such as lowering healthcare costs, funding public schools, and opposing the MAGA agenda.