Virtue Signaling

On April 15th, 2015 Spectator writer James Bartholomew penned an article expressing his annoyance over Whole Food’s latest attempt to market itself as an empathetic global conglomerate. During his trip to the high-end grocery store, he noticed posters of poor African children with text highlighting the company’s effort on global poverty. Upon returning home, the writer conducted brief research and realized roughly 0.001% of the company’s profits are diverted toward international economic injustices.

Mr. Bartholomew labeled the practice of espousing virtues, but a lack of action virtue signaling.