Awareness is derived from African-American Vernacular English (AAVE), indicating being "alert to racial prejudice and discrimination". It gained prominence in the 2010s, expanding to encompass broader social inequalities like racial injustice, sexism, and denial of LGBT rights.

However, its roots stretch back to the 1940s in the US, originating from "awake", signifying being well-informed about social injustice, particularly racism. Initially, it referred to being alert to the specific discrimination and systemic harm faced by African Americans. Thus, being "aware" suggests awakening from a slumber. Recently, it has become a prevalent term across various social movements, including LGBTQ issues, feminism, immigration, climate change, and marginalised communities.

In Western contexts, "awareness" has become a focal point in the ongoing cultural conflict, drawing attention from both the left and the right. However, its widespread use has led to its weaponisation, polarising opinions and transforming what was once an inclusive ideology into a divisive term, especially in Western nations like the US, Canada, the UK, and others in Europe. This polarisation partly stems from activists' failure to build the necessary alliances to enact the advocated change.

It's regrettable because the inclusive and diverse messages underlying "awareness" shouldn't be easily disregarded. So why has it become so contentious? The issue arises when campaigns overreach, alienating moderate supporters. Examples abound, such as the removal of statues of revered figures like Winston Churchill or calls for companies to eliminate terms like "mother" under advisement from LGBTQ+ organisations. To many, these actions seem like excessive political correctness.

Moreover, "awareness" implies that those not adhering to its principles are asleep, misguided, or simply wrong, fostering instant judgment and deepening divisions. Adopting a stance of moral superiority only repels sceptics, especially when affluent and privileged individuals championing "awareness" fail to meet their own standards.

Another contentious issue is the debate surrounding trans rights and gender identity. While trans individuals seek acceptance and legal recognition, concerns arise regarding potential impacts on women's spaces and services. Unfortunately, modern "awareness" often suppresses such debates, as seen in the backlash against figures like J.K. Rowling for expressing opinions on these matters.

Furthermore, "awareness" can inadvertently hinder worthy causes, as evidenced by the defunding of a longstanding women's domestic violence shelter in Canada due to its stance on serving trans women. Such incidents highlight the potential for division and long-term harm in the name of inclusion.

The influence of social media often exacerbates tensions, with individuals facing swift backlash and even consequences like job loss for perceived transgressions. Additionally, the commercialisation of social movements by some companies diminishes the genuine essence of "awareness", fostering resentment and trivialising its principles.

While socially progressive policies enjoy broad support, the challenge lies in ensuring inclusivity and cooperation, especially regarding pressing issues like climate change. Achieving progress requires fostering open dialogue without fear of retribution and finding common ground without alienating opposing viewpoints.

These questions demand attention and thoughtful consideration to move forward, perhaps without ever needing to invoke the term "awareness" again.