Virtue Signalling in Marketing

A Hollow Strategy or Ethical Imperative?

Firstly, I fully acknowledge that covering this topic means that I am treading dangerous ground – so it’s important to understand my standpoint. I produce articles aimed at Marketers, or individuals that aspire to learn marketing – so it is highly likely that people reading this will be responsible for company communications now, or in the future. As such, I aim to help educate people on issues like virtue signalling so they can make informed decisions.

Now I have got that out of the way (the irony that I have felt the need to write that isn’t lost on me)… in an era where consumers demand more from brands than just good products, businesses have increasingly turned to social causes to boost their image. Whether it’s supporting LGBTQ+ rights, racial equality, or environmental sustainability, brands frequently align themselves with progressive values.

However, a growing criticism has emerged around the authenticity of these efforts. Is this genuine corporate activism, or are companies simply engaging in virtue signalling – exploiting social causes for profit and positive PR?

The Marketing Made Clear Podcast

This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:

What is Virtue Signalling?

Virtue signalling refers to the act of expressing moral or ethical values to demonstrate one’s good character or commitment to a cause – often without taking meaningful action. While individuals may virtue signal on social media, brands and corporations have embraced the practice in their marketing strategies.

The goal of virtue signalling?

To appear socially conscious and earn consumer trust, often without substantive action behind the messaging.

Philip Kotler, the ‘father of modern marketing,’ argued that marketing should be about creating real value for customers and society. However, when businesses use social issues as mere promotional tools rather than genuine commitments, they risk backlash. The most egregious examples of corporate virtue signalling often backfire, exposing brands as opportunistic rather than authentic.

I’m keen to also point out that this issue is not black and white (perhaps an ironic turn of phrase for this article) – not all companies accused of virtue signalling are being purely opportunistic – many are just doing what they feel is the right thing to do. And clearly, “the right thing to do” changes, and our past actions can be seen in a different light when viewpoints change…. it’s starting to sound more confusing – so let’s start looking at real-world examples.

The Pepsi-Kendall Jenner Controversy

One of the most infamous examples of corporate virtue signalling was Pepsi’s 2017 ad featuring Kendall Jenner – I covered this “marketing car-crash” previously. The advert, designed to align with social justice movements, depicted Jenner leaving a photoshoot to join a protest. In a climactic moment, she hands a can of Pepsi to a police officer, seemingly diffusing tensions between law enforcement and protesters. The ad was meant to project unity and peace but was widely criticised for trivialising serious social justice movements, particularly Black Lives Matter.

The backlash was immediate and severe. Activists, celebrities, and consumers condemned the ad as tone-deaf and exploitative. Bernice King, daughter of Martin Luther King Jr., tweeted,

“If only Daddy would have known about the power of #Pepsi.”

The sheer lack of depth and genuine understanding of the issues at hand made the campaign a textbook case of virtue signalling gone wrong. Pepsi was forced to apologise and pull the advert within 24 hours, admitting that they had “missed the mark.”

The Problem with Logo Changes: Black Lives Matter & Pride Month

Another prevalent example of corporate virtue signalling is the widespread practice of brands changing their logos to reflect support for social causes, such as adopting rainbow colours for Pride Month or black squares in solidarity with Black Lives Matter (BLM). While these gestures can be symbols of solidarity, they often amount to little more than performative allyship if not backed by concrete action.

  • Pride Month Rainbow Logos: Every June, countless brands change their logos to rainbow versions in support of LGBTQ+ rights. However, many of these same companies donate to anti-LGBTQ+ politicians or operate in countries where LGBTQ+ individuals face discrimination, without taking a stand. This contradiction exposes the superficiality of their ‘support.’

  • Black Lives Matter & the Black Square Trend: In the wake of George Floyd’s murder in 2020, many brands participated in #BlackoutTuesday, posting black squares on social media. Yet, few of these companies followed up with meaningful actions, such as policy changes, donations, or internal diversity initiatives. The movement was quickly criticised as performative, with some companies accused of capitalising on racial justice to gain social capital.

Other Notable Examples of Virtue Signalling in Marketing

  • H&M’s ‘Conscious Collection’: Fast fashion brand H&M released a ‘sustainable’ clothing line while continuing to contribute to pollution and exploit cheap labour in developing countries. Critics argued that the collection was a mere greenwashing tactic rather than a genuine commitment to sustainability.

  • Gillette’s ‘The Best Men Can Be’ Campaign: In 2019, Gillette released an advert addressing toxic masculinity, attempting to align the brand with progressive values. While some praised the message, others pointed out the hypocrisy of a company profiting from male grooming products lecturing its own customer base on masculinity. The backlash demonstrated that consumers are quick to call out brands for inauthentic activism.

  • Amazon’s $10 Million Racial Justice Donation: While Amazon donated $10 million to racial justice causes in response to BLM protests, critics noted that the company simultaneously faced allegations of racial discrimination in its warehouses and union-busting efforts. This discrepancy between external messaging and internal practices raised questions about Amazon’s true commitment to social justice.

Why Do Companies Engage in Virtue Signalling?

Brands embrace virtue signalling because it can be a powerful marketing tool—when it works. Aligning with social causes offers several benefits:

  • Brand Differentiation: Consumers are more likely to support brands that share their values.
  • Social Media Amplification: Controversial or socially charged campaigns can go viral, increasing brand exposure.
  • Positive PR: Associating with progressive movements can build goodwill with consumers.
  • Sales & Profitability: Studies show that younger consumers, particularly Millennials and Gen Z, prefer brands that engage in ethical and social issues.
  • FOMO: You can see this as classic “Fear of Missing Out” on the positive movement of any of the above – this is a fear that competitors will get the benefits of their involvement in social movements but that they will miss out.
  • Outlier Paranoia – I may have just made this term up – but this continues from FOMO and is more like “Fear of being singled out” – imagine if all your competitors blacked their logos out for BLM – well, if you don’t do it you might be racist! Right?

However, when this engagement is exposed as insincere, the damage can be severe. Today’s consumers are highly sceptical, and social media provides them with the tools to scrutinise corporate behaviour in real time.

The Danger of Backlash

The risks of virtue signalling are substantial:

  • Loss of Consumer Trust: When a brand’s actions don’t match its words, consumers feel deceived.
  • Public Ridicule: The internet is quick to mock brands that are seen as opportunistic.
  • Boycotts & Revenue Loss: Companies that fail to back up their social messaging with action risk losing loyal customers.

In the words of George Orwell:

“Political language… is designed to make lies sound truthful and murder respectable.”

The same can be said of virtue-signalling marketing – it often masks inaction, misleading consumers into believing a brand is more ethical than it truly is.

Authenticity Matters: How Brands Can Avoid Virtue Signalling

Instead of empty gestures, brands should take meaningful steps to align with their stated values:

  1. Commit to Long-Term Change: Genuine activism is not a one-time marketing stunt. It requires ongoing action, transparency, and accountability.

  2. Donate to Causes: Instead of merely tweeting support, brands should financially back organisations working for change.

  3. Address Internal Policies: A company that supports diversity publicly should ensure its hiring, pay scales, and leadership reflect those values.

  4. Be Transparent: Consumers appreciate honesty. If a brand is still working towards better practices, admitting shortcomings can build trust.

  5. Listen to Affected Communities: Rather than co-opting movements, brands should elevate the voices of those directly impacted by the issues.

Conclusion: Marketing With Integrity

Virtue signalling is a risky game in marketing. When brands take a stand, they must ensure their actions align with their words—otherwise, they risk being exposed as hypocritical opportunists. Consumers today are more informed and critical than ever, and they expect brands to do more than just talk the talk.

As marketers, we must ask ourselves: Are we promoting real change, or just exploiting social movements for profit? The answer could define a brand’s reputation for years to come.