Methodology v1.0

1. Scoring dimensions

Each entity is evaluated on 8 dimensions. Each dimension is scored from −10 (strong unwoke signal) to +10 (strong woke signal) from cited public evidence, or recorded as unscored where no evidence is found. Every scored dimension carries a factual rationale attributable to its citations.

1. 01

   Advertising & Campaign Themes

   Themes, casting, and messaging in recent major advertising campaigns.

2. 02

   Corporate DEI Programs

   Existence, expansion, or rollback of diversity, equity, and inclusion initiatives.

3. 03

   Public Statements & Executive Positions

   Official corporate statements and executive positions on social or political topics.

4. 04

   Cause Marketing & Sponsorships

   Pride campaigns, cause partnerships, and sponsorship choices.

5. 05

   Political & Advocacy Donations

   Publicly reported corporate PAC and advocacy giving patterns.

6. 06

   Boycott & Backlash History

   Which direction boycotts and public backlash have come from. A boycott from the left is evidence toward unwoke; a boycott from the right is evidence toward woke.

7. 07

   Internal Policies (Public)

   Publicly known employee benefits and policies, such as covered benefits and employee resource groups.

8. 08

   Recent Trajectory

   Direction of change in the last 12 months: rollbacks versus expansions of the above.

2. Composite score

The composite score is the weighted mean of scored dimensions, scaled to a range of −100 to +100. It is computed deterministically from dimension scores; no discretionary adjustment is applied at any stage.

3. Verdict ladder

4. Confidence & evidence floor

Confidence is HIGH at 6 or more scored dimensions, MEDIUM at 4–5, and LOW below 4. A LOW-confidence reading is always issued as Under review, regardless of composite score. No strong verdict is ever issued on thin evidence.

5. Scope

WokeCheck rates companies, brands, and organizations only. Requests concerning individual persons are rejected without processing. Ratings are statements of methodology output based on the cited public record, not statements of fact about any person.