> Virtue signalling is a pejorative neologism for when one expresses a morally disingenuous viewpoint with the intent of communicating good character. https://en.wikipedia.org/wiki/Virtue_signalling
Accusing someone('s company) of being "morally disingenuous" (i.e. a lier) will likely end rational discussion, regardless of whether it's true or not.
Of course it's a neologism - the behavior is new! Most individuals in the nineties did not have the ability to collectivise and instantly broadcast their desires to corporations with an audience of followers - hence brands generally did not partake in social causes.
Accusing someone('s company) of being "morally disingenuous" (i.e. a lier) will likely end rational discussion, regardless of whether it's true or not.