With a rising climate crisis, it’s difficult for companies to continue operating in a way that harms the environment without public scrutiny. Therefore, they’ll issue statements or claims praising their sustainability efforts without any real action taken. Or worse, they continue to operate in a manner that is actively harming the environment, while simultaneously claiming to be helping it.
That’s where virtue signaling comes into play. Virtue signaling can lead big-name groups or companies to focus on sustainability efforts, letting their peers and customers know that they care about the environment. But, do those efforts inspire real change if they are mainly focused on the company’s reputation?
What Is Virtue Signaling?
According to The Conversation, the term “virtue signaling” is often credited to James Bartholomew. It’s generally used to describe the phenomenon of a person, group, or company, in order to seem morally righteous, expressing support or contempt for a specific idea.
One of the biggest ways groups, companies, or individuals partake in virtue signaling is through social media. When others see what they post, that person is automatically grouped in with either “for” or “against” a specific viewpoint. Posting about something online is often specifically done to let others know about your moral stance. This concept is often associated with being a bandwagon supporter of a cause, meaning only in favor of it because everyone else is.
A prime example is when a group posts an image on a social media platform, claiming that with every person who reposts it, they’ll plant a tree, save an animal, or another related action. It causes hundreds of thousands of users to repost the image, without them knowing if those actions are taking place. People often see others participate, so they jump in by reposting as well.
What Does Environmental Virtue Signaling Look Like?
Just outwardly showing support or expressing thoughts about something, doesn’t mean there’s actual care for that cause. Similarly, that also doesn’t mean that any action is taking place; oftentimes, it’s just virtue signaling in play. Virtue signaling in this aspect — usually when done by a large corporation or group — can also be seen as greenwashing.
Greenwashing, according to Business News Daily, refers to companies spending time and money to market themselves as environmentally conscious without reducing their impact. When virtue signaling is done to focus primarily on how others see the company, it can be associated with greenwashing. Claims without any true, sustained efforts to improve the environment can lead to customers distrusting the company.
Is There Harm With Virtue Signaling?
Companies can still care about helping the environment, even if they are virtue signaling. Even those who are virtue signaling can still express genuine feelings for the cause they are backing. Assuming that people are only backing something because it’s popular removes the possibility that they may be in support of it.
Where the issue lies is when that company, person, or group doesn’t take the proper actions or sufficient effort to implement true change. Virtue signaling is supporting or backing something to look good or to be viewed in a certain light. But, there’s much more to it than that. Specifically, with regard to environmentalism, there are some problems that can be associated with virtue signaling.
Efforts Are Quickly Forgotten
Often full of short-lived promises of environmentalism, when a company or group is virtue signaling their sustainability efforts, they are likely to quickly brush off and forget those efforts. If their main focus is how others perceive them, they won’t put in consistent efforts to continuously be an eco-friendly company. As soon as the spotlight is off them, or the topic of conversation changes to something else, they’ll forget and move on toward another cause.
Bare Minimum Action Is Taken
Another issue that arises with this concept is that the actions performed are usually the bare minimum. When companies or groups choose to participate in activities that promote eco-friendly practices, they will often do what will present the title of being environmental in a way that is convenient or beneficial to them.
In many cases, this means that even though they did pursue actions, the work they’re doing is not truly impactful or will make a significant difference. When the desire or motivation to actually help or care about the cause isn’t there, then the lack of effort and dedication shows.
Reputation Precedes Actual Effort
In a similar vein, these companies may care more about their public or customer perception than their actual desire to help the environment. What differentiates a group that truly makes a difference to the environment from one that is merely virtue signaling is the intent behind their actions. Companies that have an authentic desire to help the environment will demonstrate that through their products and practices.
Thoughts from Jamil Bouchareb, Customers care about a company’s intent with its sustainability efforts.
According to a survey from GreenPrint, 75% of Millennials, 64% of Gen X, and 63% of Gen Z consumers are willing to pay more for sustainable products. But, the survey also takes note that 53% of Americans either never or sometimes believe a company’s claims of being environmentally friendly. Consumers want products that offer sustainability and companies whose efforts are rooted in genuineness.
Real Sustainability Matters
Virtue signaling can help the environment, albeit in small ways. But, the implications of participating in virtue signaling can be far deeper. These changes or movements are often quickly forgotten, include the bare minimum of action taken, and are not rooted in any desire to seek and inspire change. A lack of authenticity frequently permeates through words and actions. Being green should come from a genuine dedication to the environment and a greener future.
