It's good when companies do virtue-signaling of the good kind, obviously.
A Polish supermarket bought back the Olympic medal of an athlete who sold her medal to pay for the heart surgery of a kid. That's obviously virtue-signaling, but it's the kind that will be present in healthy societies. On the other hand, Sony virtue-signals by expressing support for people burning down American cities.
I'd call it less virtue signal when an actual vet makes it his mission to help out other vets with his company. Part of what makes it a virtue signal is the emptiness of the gesture, and the relative lack of investment needed (as in, a billion dollar company donating 10k, compared to him being a nothing company at the outset doing it).
It's just virtue-signaling.
It's good when companies do virtue-signaling of the good kind, obviously.
A Polish supermarket bought back the Olympic medal of an athlete who sold her medal to pay for the heart surgery of a kid. That's obviously virtue-signaling, but it's the kind that will be present in healthy societies. On the other hand, Sony virtue-signals by expressing support for people burning down American cities.
I'd call it less virtue signal when an actual vet makes it his mission to help out other vets with his company. Part of what makes it a virtue signal is the emptiness of the gesture, and the relative lack of investment needed (as in, a billion dollar company donating 10k, compared to him being a nothing company at the outset doing it).