An analysis of 20 prominent words and phrases associated with social justice – also known as 'woke' – in Google web searches in Australia between January 2004 and April 2025 reveals Australia reached ‘peak woke’ in March 2023.

• This was when the highest average frequency of the 20 woke terms was recorded, and the average has been declining since that time.
• This indicates that woke ideas are declining in prevalence and suggests that they will play a less prominent role in public debate going forward.

Despite these shifts, this report finds wokeness remains entrenched in the institutions that shape public life. Universities, media organisations and government bodies continue to advocate for identity politics, highlighting the disconnect between the political class and mainstream Australians.

As the pendulum swings back, the focus is shifting toward time-tested principles. The movement away from peak woke represents not a rejection of progress, but rather a reaffirmation of values that sustain individuals, families and society as a whole.