Purpose This article examines the Trump administration’s ‘war on woke’ as a key narrative in dismantling USAID in early 2025, arguing that its cultural framing is politically significant alongside material and geopolitical impacts. Approach Drawing on Project 2025 and a Lonsdale and Black blog as examples, we explore how ‘woke’ is cast as a threat to US values and interests. Findings Cuts disproportionately harm women, children, and marginalised groups, while emboldening conservative actors globally. Anti‐‘woke’ narratives gain traction from inequalities produced by neoliberal globalisation; liberal aid arguments have lost voter appeal. Reclaiming ‘woke’ in its original sense offers opportunities for justice‐based development approaches. Value Foregrounding the cultural politics of aid, we call for structurally oriented, globally connected solidarity that engages alienated domestic constituencies and addresses racialised inequalities in North and South.
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