...posing and posturing have become a mass phenomenon, the tattooing of our time. Of nothing is this more true than contemporary Woke morality. Whereas not long ago young people of the middle classes sought to express their sympathy for the lower and supposedly oppressed orders by imitating their tattoos and way of dress, imitation being the highest form of empathy available to egotists, they now express the same desire by making Wokeness the touchstone of their morality. They think they are rebelling when, of course, they are conforming. They do not realize that it is more difficult, and more courageous, to contradict a friend than to criticize a society.

Can confirm 100%. That said it's essentially impossible to "live in a society" completely eaten by this stuff without "making the trend your friend".

While I find most of this social media stuff to be ridiculous nonsense you can make it work for you if you realize it's just there to build your brand rather than anything genuine. That's all Woke, Inc. thinks they are doing -- but brand building is all about reliably demonstrating higher value, not helping people identify with you. Customers want to be more than they are, and do not want to identify with something on their level. They chase "better".