Want to be virtuous? Saying the right things violently on Twitter is much easier than real kindness

Go to a branch of Whole Foods, the American-owned grocery shop, and you will see huge posters advertising Whole Foods, of course, but — more precisely — advertising how virtuous Whole Foods is. A big sign in the window shows a mother with a little child on her shoulders (aaaah!) and declares: ‘values matter.’

The poster goes on to assert: ‘We are part of a growing consciousness that is bigger than food — one that champions what’s good.’ This a particularly blatant example of the increasingly common phenomenon of ‘virtue signalling’ — indicating that you are kind, decent and virtuous.

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