"Virtue signaling" originally meant when a company puts out rainbow flags for pride month while also donating millions to anti-trans politicians. It's actually a bad thing, but it's meaning got twisted somehow over the years to just "advocating for good things"
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I could launch into a lecture from the position of an Indigenous woman, but you get it. You don't need a lecture, you get it. I'm tired.
"Virtue signalling" is a nonsense phrase invented by people who wanted other people to stop openly advocating for things the first group didn't like. So they made being earnest about something and advocating for vulnerable groups a bad thing.
What you're thinking of is rainbow washing.
Same thing as “woke”.