About the Author

Cate Star

Holistic Marketing Strategist and Author, Becoming Woke

Consciousness is a journey.

“The acknowledgement of a single possibility can change everything.”

Aberjhani, Splendid Literarium: A Treasury of Stories, Aphorisms, Poems, and Essays

A native Oregonian, I grew up with a natural affinity for plants and animals and living in an eco-friendly way with the planet. Throughout high school, I spent a lot of time volunteering for different causes, and supporting organizations that helped animals and people in need.

During college, I realized making a difference was my passion. That’s what drew me to the field of biology, but eventually I found as a Ph.D. student in Cell & Molecular Biology that I conscientiously objected to sacrificing animals and other parts of the field.

When I discovered Business school, and the concepts of social enterprise, conscious capitalism and what I call socially conscious business, I knew I had found my calling.

But it wasn’t for several years before I realized that, while I successfully marketed conscientious businesses and brands professionally, I hadn’t made those changes in my personal life to the same extent.

That realization led me to audit my own makeup collection on-camera, creating the first video in my Becoming Woke YouTube channel.

That’s when I started my journey to become more socially conscious in my personal life as well as my professional life.

During my furlough, while quarantining for COVID-19 in Los Angeles in 2020, I began to look at my purchases, habits and practices more deeply than ever before. I was not completing the socially conscious triad because I was working consciously and investing consciously, but not buying consciously.

As I shared my trials and tribulations, I realized that the struggle to become more socially conscious was relatable.

There are far more people trying to put in effort but discouraged by ‘perfect’ bloggers, heavily curated social media, and unending judgment. I know first-hand; I’ve been there too.

By being vulnerable and sharing my journey, I hope to inspire people in their own journey and spark joy. Even more, I hope to learn from others and share the journey!

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