Virtue signalling

Virtue signalling is a pejorative neologism for the expression of a moral viewpoint with the intent of communicating good character, frequently used to suggest hypocrisy. An accusation of virtue signalling can be applied to both individuals and companies.

Virtue signalling often describes behaviour meant to gain social approval without taking meaningful action, such as in greenwashing, where companies exaggerate their environmental commitments. On social media, large movements such as Blackout Tuesday were accused of lacking substance, and celebrities or public figures are frequently charged with virtue signalling when their actions seem disconnected from their public stances. However, some argue that these expressions of outrage or moral alignment may reflect genuine concern, and that accusing others of virtue signalling can itself be a form of signalling. This inverse concept has been described as vice signalling and refers to the public promotion of negative or controversial views to appear tough, pragmatic, or rebellious, often for political or social capital.