Surely, like every other word, "woke" means something different to everyone. For advertisers, it is a way to gain sales, for marginalized (as everyone is in SOME way) it is a shorthand for recognition.

I like to start with the genesis, which is to "Stay alert" to oppression--not of just some, but of any of us.

Words are fantastic tools we use to try to get our message across. It sometimes works.