What’s Wrong With Virtue Signalling?

Virtue signalling
Photo by Chinh Le Duc on Unsplash

With the Black Lives Matter movement expanding across the world, its opponents have found a convincing and clever-sounding way to discredit them, by drawing our attention to the real reason for their activism: virtue signalling.

Virtue signalling is the suggestion that someone is doing or saying something to elevate themselves, ascending to a delightful moral pedestal, where they’re better than the foul creatures below. But when opponents of political movements tarnish their targets with the “virtue signalling” brush, it can be cynical and misguided, because as social animals, the perceptions of others will always influence human behaviour.

While the phrase is new, there is nothing new about virtue signalling itself. It may have been amplified in the age of social media, but it’s an ancient instinct, born from evolution. In the early 70s, evolutionary biologist Robert Trivers created the idea of reciprocal altruism,1 which states that selfless behaviour can improve the evolutionary success of an animal, if the animal who benefits from the behaviour returns the favour. In game theory, the idea is known as “tit-for-tat,” and is an optimal strategy until one of the parties refuses to reciprocate. But where would the trust come from in the first place, if not from virtue signalling? Why would we cooperate with somebody who doesn’t reliably signal their virtues, and risk being cheated?

This is not to say that people should pedantically tally up the good and bad deeds of everyone they meet, and ostracise any poor sod who puts a foot wrong. Instead, it’s keeping a rough mental idea of what every person is like, to better understand whether they can be trusted. When people signal their virtues to others, they’re saying “I’m a good person who won’t swindle you.” What’s wrong with that? Reciprocity has been a fundamental motivation for animal behaviour, and it’s even helped to develop our sense of morality. It can be found in courtship, where people advertise traits such as agreeableness, fidelity, and commitment to potential mates,2 through to friendship, where people exhibit kindness and trustworthiness to win friends.

Existentialist philosopher Jean-Paul Sartre proposed that certain virtues are social in nature. Imagine you’re the only survivor of an apocalypse, hunkering in a soggy bunker all by yourself. How can you be a kind person? Is it possible to be a kind person with no-one else around? Sartre doesn’t think so, because kindness is a virtue that is other-directed. Fellow French philosophers Albert Camus and François de La Rochefoucauld had similar musings about the social motivation behind our behaviour. Society is a voyeur to our action; even when we do something in secret, we may unconsciously feel shame because we compare our actions with society’s morals. The woman of the 1960s who strives for a career at the expense of her “duties” in the home may feel shame even though she’s acting in her own interests. She feels shame because she judges her acts to the standard of her society, whether right or wrong. Virtue-signalling is a natural behaviour born from our species sociability.

A modern Aristotle, sporting flare jeans and a man bun, would agree. One of his virtues includes “righteous indignation in the face of injury,”3 which matches some of the sentiment we’ve seen during the Black Lives Matter protests. His model of ethical behaviour (virtue ethics) also includes the idea of phronesis, which is using practical wisdom and prudence to act well. Phronesis is built on experience—a person can understand virtues intimately, but without having experienced situations that require their use, won’t know the appropriate time to use them. This was demonstrated by some supporters of the Black Lives Matter movement, who in a show of solidarity on social media, added the hashtag #blacklivesmatter or #BLM to their Blackout Tuesday squares, not realising that the hashtags were created to provide vital information about missing people, helplines, donation sites, and protest movements. The good intention was there, but they ended up muddying the purpose of the hashtags, and weakening their value. They wanted to support the movement, but were missing the experience needed for phronesis.

What about when good intention is absent? Aristotle would deride virtue-signalling if it lacked the intention to back up the virtue. The problem isn’t virtue signalling, it’s acting like a virtuous person merely for the sake of appearances—being high and mighty and then vanishing when real work needs to be done. These are the people who posted their black squares on social media, and then refused to hire someone because of their ethnicity. These are the women who publicly support sexual assault victims, and then privately slut shame them for their choice of clothing. These virtue signallers are moral charlatans, and they damage the reputation of admirable people who say they’re virtuous and then back it up.

Virtue signalling is an important prosocial adaptation—a tool that we use to gauge each other’s trust, friendship, and love. But we must be cautious of airing our morality if we don’t intend to follow through, and if we don’t have the experience to make a difference. Such a moral pedestal has shaky foundations, and when somebody gives it an inevitable bump, everything will come crashing down.

Article written by Lizzie Bestow and Rory Clark


  1. Robert L. Trivers, The Evolution of Reciprocal Altruism, The University of Chicago Press
  2. Geoffrey F. Miller, 2007, Sexual Selection for Moral Virtues, The University of Chicago Press
  3. https://www.loebclassics.com/view/aristotle-eudemian_ethics/1935/pb_LCL285.193.xml