I don't particularly think of Lloyd as woke under the current definition. He certainly likes to virtue signal that he is, but his behaviour contradicts that. There was this huge Twitter fight in 2020 round the time of the George Floyd maelstrom where he went up against uber-woke exJWs who took issue with him criticising the Colin Kaepernick Nike campaign. There was also a racial element to it that he particularly fought back against as a white male and he was really struggling to contain himself. It was quite the sight to see as I think Lloyd's true worldview started seeping out and he was careful to try to put to back into the bottle.
Some of these people he was arguing with were straight up communists, complete with hammer and sickles in their bio. Lloyd's a capitalist and opportunist above all. He cried sour tears over Brexit, but didn't even bother voting and seemed to be more concerned about the plummeting exchange rate for pound sterling. He whined about losing £12 more than anything else and struggled with maintaining a coherent argument other than what he likely was reading in the Guardian. He wrote a lengthy article on his book site promoting a re-vote that most people ignored.
He does have that annoying JW habit of being a pseudo-entrepreneur in always thinking he has to start his own company instead of searching for something genuine and safer in the long term.
I don't think Lloyd Evans has any principles besides self-preservation and promotion in order to earn himself a small to medium sized fortune. He thinks that having publicly woke principles will get him quicker and easier to this goal.