What the thing is
Virtue signalling is a pejorative term for expressing moral views to communicate good character, often implying hypocrisy. The Cambridge Dictionary defines it as an attempt to show others you are a good person by expressing socially acceptable opinions, especially on social media. Accusations of virtue signalling apply to both individuals and companies. Vice signalling is its counterpart, the public promotion of negative or controversial views to appear tough or pragmatic, often for political or social capital.
Where it came from
The pejorative usage was claimed by James Bartholomew in 2015, though the term appeared earlier (since at least 2004) and echoes ancient critiques like Matthew 6:1.
What it gets right
It identifies performative moral expression that substitutes for action—like greenwashing or Blackout Tuesday campaigns disconnected from policy or material support.
What it gets wrong
It treats all public moral expression as suspect, ignoring genuine concern—and weaponises accusation so that even calling out virtue signalling can itself be virtue signalling.
Why it matters now
It shapes how we interpret corporate statements, celebrity activism, and political rhetoric—often shutting down debate before substance is examined.
Is it worth your time
Yes—if you spend time online, work in marketing, or debate ethics in public. It names a real pattern of behaviour, but its overuse flattens moral reasoning into a reflex.
