I think they're making a distinction between policy issues and social issues. The policy issues are popular but the social issues not so much. I read that R's ran a huge ad buy with an anti-trans ad that was very effective in swinging lots of male voters over to them. That's one example of what they mean by the "woke" stuff. It scares conservatives and moderate dems--not the objective reality of the policies as much as messaging spin they put on it, designed to create fear and loathing. Like it or not, it's effective.