About the Author

Cate Star

Holistic Marketing Strategist and Author, Becoming Woke

Welcome to my journey to become more socially conscious.

“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, 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.

Eventually I realized not only would this potentially hold me back professionally, but that the struggle to become more socially conscious was relatable.

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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