Great article from the Guardian about virtue signalling done by corporations.

Virtue signalling is conspicuous expression of moral values done primarily with the intent of enhancing standing within a social group.

Starbucks, Lyft, AirBnB and others are tripping over themselves to appear to be doing good… as long as people take notice.

Companies are now attempting to outdo each other with major acts of generosity, but there’s a catch; they’ll do good as long as they can make sure their customers know about it. There is no room for humility when a brand does a good deed.

Virtue signalling is popular because it requires no real sacrifice and it feels good.  It’s easier to march with a sign calling Trump a racist than to actually volunteer your time helping black children.

“Brands are allowing people to pat themselves on the back without them personally having to sacrifice anything.”

Intellectually honest people can appreciate that all businesses are in the business of making money and separating you from your dollars.

Virtue comes from making sacrifices and getting your hands dirty, not gestures or noise.

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