Virtue signalling as a pathway to shipping glory

Santosh Patil warns on the growing number of social media influencers in shipping who make public displays of support with empty rhetoric without actively contributing to meaningful change or addressing underlying issues.

The past decade or so has seen major shifts in global shipping as we know it. Since the adoption of Paris Agreement in 2015, environmental awareness is now well entrenched in our psyche. Similarly, diversity has been a part of regular conversations for a few years now. The Black Lives Movement created a stir for social justice and shipping with its history could not easily shake itself off it.

From increased climate consciousness to social justice causes, shipping is witnessing rapid change. The good thing about change is that it opens pathways to new opportunities. An unintended consequence of these changes is the mushrooming of professionals associating with specific causes towards self-projection.

Living in the era of Environment, Social and Governance (ESG), it is today considered chic to share views over environment and social concerns like diversity, equity, and inclusion in shipping conferences across the world. It is noteworthy though that governance doesn’t share the same spotlight at any of these conferences and events.

Yet, ESG faced a rare and unusually frank critique in a recent Financial Times article with the author succinctly summing it up as: “Born in sanctimony, nurtured with hypocrisy and sold with sophistry”. He further stated: “ESG grew unchallenged for a decade, but it is now facing a mountain of troubles, almost all of them of its own making.” Nevertheless, that is a topic for another day.

Conference producers and award organisers who do not want to be seen excluding ESG related topics/ awards are constantly on the lookout for such candidates, so it is a win-win for both. The flip side being – those who have the means and are successful in self-projection bask in the limelight rather than those who are working for the cause.

The maritime world now has its own set of social media influencers who make public displays of support with empty rhetoric without actively contributing to meaningful change or addressing the underlying issues.

There is no doubt that making a post or wearing a symbol can raise awareness, but it can also oversimplify complex issues by reducing them to a simple gesture. It can occasionally lead to a sense of “us versus them” where individuals aligning with a particular moral position may dismiss or vilify those who hold different views preventing the exploration of nuanced perspectives.

When virtue signalling becomes prevalent, it dilutes the impact of genuine activism. The focus may shift from meaningful action to acts designed to garner attention or approval.

However, not all expressions of support or sharing of values should be automatically dismissed as virtue signalling. Contributing to causes through posts can serve as a good starting point for engagement and awareness. Yet, it is critical to differentiate between genuine commitment and performative acts that lack substance.