# Performative activism

Performative activism is activism done to increase one's social capital rather than because of one's devotion to a cause. This form of engagement often emphasizes visibility over tangible results, focusing on symbolic gestures that align with trending social or political movements without sustained effort or meaningful impact.

## History and usage
### Early uses of the term

The term appeared online in a 2015 article by Hyperallergic, but referred to the activism that involved an element of performance art. The article referenced the Greenham Common Women's Peace Camp, and how some women protested nuclear weapons by decorating a fence "with pictures, banners, and other objects," and added that "they blocked the road to the site with dance performances. They even climbed over the fence to dance in the forbidden zone."
In September 2018, Lou Constant-Desportes, the editor-in-chief of AFROPUNK.com resigned, citing "performative 'activism' dipped in consumerism and 'woke' keywords used for marketing purpose."

### Rainbow washing

Rainbow washing refers to the practice of corporations or organizations publicly aligning themselves with LGBTQ+ rights through symbolic gestures—such as adopting rainbow-themed logos, merchandise, or marketing campaigns during Pride Month—while failing to substantively support LGBTQ+ communities or address systemic inequities. The term, a portmanteau of "rainbow" (a symbol of LGBTQ+ pride) and "whitewashing," gained prominence in the 2010s as critics accused companies of exploiting queer identities for profit or reputational gain.

### Diversity & inclusion efforts at companies

By 2024, DEI initiatives faced significant backlash and decline. A combination of political polarization, legal challenges to affirmative action (e.g., the U.S. Supreme Court's 2023 Students for Fair Admissions v. Harvard decision), and economic pressures led many companies to scale back or eliminate DEI programs. In October 2024, major corporations such as Meta, Boeing, Target, Amazon, Ford, Harley-Davidson, Lowe’s, Walmart among many others disbanded DEI departments or reduced related spending, citing shifting priorities and financial constraints. Critics of DEI framed these cuts as a rejection of "woke capitalism," while advocates argued it reflected performative retreats under political pressure rather than genuine commitment to equity.
Analysts noted that the decline coincided with heightened partisan rhetoric around corporate social responsibility and "culture war" debates. Some companies rebranded DEI efforts under less politically charged terms like "talent optimization" or "workplace belonging." The trend also followed lawsuits alleging reverse discrimination and shareholder demands for cost-cutting amid economic downturns. Critics of the cuts, including civil rights groups, warned that abandoning DEI risked exacerbating workplace inequities, particularly for marginalized groups.
The Forbes report documenting these rollbacks highlighted the tension between performative activism and sustained organizational change, noting that many companies had previously promoted DEI pledges during periods of social unrest but deprioritized them once public attention faded.

### George Floyd protests and Black Lives Matter

On June 1, 2020, while expressing support for the Black Lives Matter movement in the wake of the George Floyd protests, singer Lorde stated, "One of the things I find most frustrating about social media is performative activism, predominantly by white celebrities (like me). It's hard to strike a balance between self-serving social media displays and true action."
On June 2, about 28 million Instagram users participated in the "Blackout Tuesday" movement, which involved users posting a completely blacked-out square image in order to show support of the George Floyd protests. Celebrities and general users alike received criticism by other social media users for engaging in "performative activism" via these Blackout Tuesday posts.
On June 5, Washington, D.C., mayor Muriel Bowser had the phrase Black Lives Matter painted on 16th Street in front of the White House. Bowser was criticized as an example of a government official creating a "performative distraction".