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.

  • andycanuck

    Somewhat on-topic:
    Jim Hacker: “Don’t tell me about the press. I know exactly who reads the papers:

    – The Daily Mirror is read by people who think they run the country;

    – The Guardian is read by people who think they ought to run the country;

    – The Times is read by people who actually do run the country;

    – The Daily Mail is read by the wives of the people who run the country;

    – The Financial Times is read by people who own the country;

    – The Morning Star is read by people who think the country ought to be run by another country;

    – And the Daily Telegraph is read by people who think it is.”

    Sir Humphrey: “Prime Minister, what about the people who read the Sun?”

    Bernard Woolley: “Sun readers don’t care who runs the country, as long as she’s got big tits.”