Virtue Signalling is absolutely a thing.

Hollow and performative support for an issues that services only to engender the supporter with social points.

Supporting Ukraine doesn't bring anyone brownie points because it's not so much a moral position.

Corporations 'supporting' BLM, especially with donations, which is a totally corrupt charity - this is a problem. Corporations even throwing up the word 'equity' is a bit of a start, but not really there. Corporations making money off of it (Nike) is evil. Corporations doing something thoughtful and material about it, now that's not 'virtue signalling'. If they want to humble-brag about it in some non aggrandising way, then that's fine but it should not be part of company branding.