That article refers to 8% of the population as "progressive activists," but of course most people who believe in progressive ideals are not activists, so attempting to imply that 98% of the population is conservative and anti-woke is disingenuous at best.

In the context of the posted article, even objecting to the presence of racist and offensive speech counts as "woke." Any positive representation of non-white, non-Christian and non-heteronormative demographics in the media beyond minimal tokenism, and certainly outside of the conservative narrative, is considered "woke."

Most Americans tend to identify as "socially progressive and financially conservative."