virtue signalling
nounUS /ˈvɜɹtʃu sɪɡnəlɪŋ/
Etymology Initially used in academic works about religion to refer to ostentatious public displays of religiosity. Popularised by James Bartholomew in an April 2015 article in the British conservative magazine The Spectator.
1
Derogatory The practice of expressing a particular opinion or performing a particular action in an attempt to make oneself look virtuous: commonly defensively in response to, or anticipation of, criticism; or aggressively, in assuming a moral posture in attacking an opponent.
In the context of political and social justice issues
- People of poor personal character may mistake all virtue for virtue signalling because they cannot even imagine anyone truly having the relevant virtues but they are quite familiar with the concept of pretending to have traits for malevolent reasons.
- Corporate Social Responsibility as Competitive Virtue Signalling: Ethical Implications2013 January 7, “Keeping Track: Events, People on the Move, New Businesses, Good Works”, in Vancouver Sun, page C9:
4 more examples
- The poster goes on to assert: ‘We are part of a growing consciousness that is bigger than food — one that champions what’s good.’ This a particularly blatant example of the increasingly common phenomenon of what might be called ‘virtue signalling’ — indicating that you are kind, decent and virtuous.[2015 April 18, James Bartholomew, “The Awful Rise of ‘Virtue Signalling’”, in The Spectator, London, archived from the original on 13 Feb 2016:
- Conservative assembly member Andrew Boff said the ban was “reckless” at a time when TfL was facing a £1 billion deficit. “This is yet another example of the Mayor indulging in pointless virtue signalling and grandstanding,” he said.2019 January 8, Sophia Sleigh, “Ads for Butter, Olive Oil and Pesto Could Face Ban in War on Junk Food”, in Evening Standard, page 6:
- Virtue-signalling, for those who have never felt drawn to the term, is the apparently modern crime of trying to be seen doing the right thing. The implication is that the virtue-signaller does not really believe what they are saying but simply wishes to be admired as a good person.2019 May 10, Andrew Shrimsley, “Once you’re accused of virtue-signalling, you can’t do anything right”, in Financial Times:
- Sometimes, she’s sceptical: the virtue-signalling can be a little forced, a little on point. She names no names, obviously, but describes, tantalisingly, "a couple of people who are like real activists, really at the forefront of progress, and I’m like, 'You are a deplorable fraud! And all you really care about is people looking at you.'"2019 September 2, Sophie Elmhirst, “Looking Ahead: Kristen Stewart on Her Fluid Sexuality, Directorial Debut and Finding the Freedom to Be Herself”, in Harper's Bazaar, archived from the original on 24 May 2025:
- Derived terms
- virtue signal
- Related terms
- humblebrag, moral high ground, Pharisee, political correctness, sanctimony, self-righteousness