The Step Stool of Corporate Activism

Illustration by the author.

A short guide for businesses and consumers alike.

• Silence: Business as usual.
• Virtue signaling: “We support you. You are not alone. The fight is only just beginning.” See MeUndies.
• Actionable support: “For anyone wanting to help, see description below for resources on how to get involved.” See Skinfix.
• Action: “In addition to donating to reproductive rights organizations, we’re covering travel expenses for employee abortions.” See DICK’s Sporting Goods.

Despite its negative connotation, virtue signaling isn’t all bad. It can promote awareness of an issue and challenge status quo beliefs. The trouble is, if every business or individual focuses only on virtue signaling, no progress is made.

Actionable support arms people with information and ideas on steps to take. People come away with a stronger understanding of the injustice at hand — and know what to do next.

The most meaningful change, however, comes from taking action. A socially responsible company uses its own resources for a larger cause beyond profit.