Virtue Signaling refers to the action or practice of publicly expressing opinions or sentiments meant to demonstrate a person’s, brand’s, or company’s good character or the moral correctness of their position on a particular issue. Virtue signaling generally has a negative connotation. An example of corporate virtue signaling: a company is known for its poor maternity leave policies, but posts grandiose content praising the sacrifices and commitment of mothers on Mothers’ Day. Another recurrent example of corporate virtue signaling happens annually in June: brands will carry rainbow-themed merchandise or add a rainbow to their logo for Pride month, but remain silent on LGBTQIA+ issues and content the rest of the year. The most egregious version of this comes from companies with public records of donations to anti-LGBTQIA+ politicians, campaigns, or legislation.