Author(s): Carl Rhodes

Corporate History

*Shortlisted for The Business Book Awards: International Business Book*Does ‘woke capitalism’ improve capitalism’s image or does it threaten the future of democracy?From Nike’s adoption of Colin Kaepernick, to Gillette’s engagement with the toxic masculinity debate, the 21st century has seen a sharp increase in corporations taking over public morality, a phenomenon which has come to be known as ‘woke capitalism’.Carl Rhodes takes us on a lively and fascinating history of woke capitalism from the 1950s corporate social responsibility, through 1980s neoliberalism, alongside the adoption and mutation of the term ‘woke’ from Black American culture and brings us right up to current day debates.Examining the political causes that woke capitalism has adopted, and the social causes that it has not, he argues that this surreptitious extension of capitalism has serious implications for us all.'As the world reels from the impact of COVID-19 on people’s lives, what role do corporations play in our democratic processes? Is the concept of “woke” being used to further corporate interests, and deepen current levels of inequality? This accessible and compelling book addresses these questions and provides new insights.' — Kate Kenny, JE Cairnes School of Business and Economics, National University of Ireland, Galway'This excellent book reveals the threat of ‘progressive’ corporations to humanity, democracy, and the environment. It offers a compelling and urgent call for us to wake up to ‘woke capitalism’ before it is too late!' — Peter Bloom, University of Essex'Businesses increasingly talk about value, purpose and responsibility. In this beautifully written book, Carl Rhodes asks us to consider whether these companies can be trusted with our collective futures. Can we trust corporations when they speak about equality and justice? — Martin Parker, University of Bristol Does ‘woke capitalism’ improve capitalism’s image or does it threaten the future of democracy?From Nike’s adoption of Colin Kaepernick, to Gillette’s engagement with the toxic masculinity debate, the 21st century has seen a sharp increase in corporations taking over public morality, a phenomenon which has come to be known as ‘woke capitalism’.Carl Rhodes takes us on a lively and fascinating history of woke capitalism from the 1950s corporate social responsibility, through 1980s neoliberalism, alongside the adoption and mutation of the term ‘woke’ from Black American culture and brings us right up to current day debates.Examining the political causes that woke capitalism has adopted, and the social causes that it has not, he argues that this surreptitious extension of capitalism has serious implications for us all.'As the world reels from the impact of COVID-19 on people’s lives, what role do corporations play in our democratic processes? Is the concept of “woke” being used to further corporate interests, and deepen current levels of inequality? This accessible and compelling book addresses these questions and provides new insights.' — Kate Kenny, JE Cairnes School of Business and Economics, National University of Ireland, Galway'This excellent book reveals the threat of ‘progressive’ corporations to humanity, democracy, and the environment. It offers a compelling and urgent call for us to wake up to ‘woke capitalism’ before it is too late!' — Peter Bloom, University of Essex'Businesses increasingly talk about value, purpose and responsibility. In this beautifully written book, Carl Rhodes asks us to consider whether these companies can be trusted with our collective futures. Can we trust corporations when they speak about equality and justice? — Martin Parker, University of Bristol