{{Short description|Insincere or self-serving activism}} {{use mdy dates|date=June 2023}} '''''Performative activism''''' or '''''performative allyship''''' is an often pejorative term used to criticize actions on social media meant to demonstrate support for social justice movements perceived as inauthentic. Examples include using a rainbow filter to indicate support for LGBTQ+ movements or changing one's profile picture to a black square to show support for Black Lives Matter.{{r|Kutlaca 2023}} The term ''performative activism'' implies that such actions are intended to gain respect and popularity rather than challenge inequality, and that they have either no effect or harmful effects on progress towards social equality.<ref name="Kutlaca 2023">{{cite journal |last1=Kutlaca |first1=Maja |last2=Radke |first2=Helena R. M. |title=Towards an understanding of performative allyship: Definition, antecedents and consequences |journal=Social and Personality Psychology Compass |date=2023 |volume=17 |issue=2 |doi=10.1111/spc3.12724 |doi-access=free |at=e12724 |issn=1751-9004|hdl=20.500.11820/72a770cd-1a92-4b61-9e23-cec44f1328bd |hdl-access=free }}</ref>
==History and usage== ===Early uses of the term=== The term appeared online in a 2015 article by ''Hyperallergic'', but referred to the activism that involved an element of performance art.<ref name=Larkin2015/> The article referenced the Greenham Common Women's Peace Camp, and how some women protested nuclear weapons by decorating a fence "with pictures, banners, and other objects," and added that "they blocked the road to the site with dance performances. They even climbed over the fence to dance in the forbidden zone."<ref name=Larkin2015>{{cite web|last=Larkin|first=Daniel|url=https://hyperallergic.com/178079/when-women-fought-nukes-with-anarchy-and-won/|title=When Women Fought Nukes with Anarchy and Won|work=Hyperallergic|date=February 6, 2015|accessdate=June 2, 2020}}</ref>
In September 2018, Lou Constant-Desportes, the editor-in-chief of AFROPUNK.com resigned, citing "performative 'activism' dipped in consumerism and 'woke' keywords used for marketing purpose."<ref name=Darville2018>{{cite web|last=Darville|first=Jordan|url=https://www.thefader.com/2020/03/24/musicians-united-for-unemployment-open-letter-downtown-boys-coronavirus-closures|title=AFROPUNK editor resigns, cites "performative activism," employee mistreatment|work=The Fader|date=September 5, 2018|accessdate=June 2, 2020}}</ref>
=== Rainbow washing === {{Further|Pinkwashing (LGBTQ)}}
''Rainbow washing'' refers to the practice of corporations or organizations publicly aligning themselves with LGBTQ+ rights through symbolic gestures—such as adopting rainbow-themed logos, merchandise, or marketing campaigns during Pride Month—while failing to substantively support LGBTQ+ communities or address systemic inequities. The term, a portmanteau of "rainbow" (a symbol of LGBTQ+ pride) and "whitewashing," gained prominence in the 2010s as critics accused companies of exploiting queer identities for profit or reputational gain.<ref>{{Cite web |title=Rainbow Washing: What It Is and How to Avoid It |url=https://builtin.com/diversity-inclusion/rainbow-washing |access-date=January 29, 2025 |website=Built In |language=en}}</ref>
===George Floyd protests and Black Lives Matter=== On June 1, 2020, while expressing support for the Black Lives Matter movement in the wake of the George Floyd protests, singer Lorde stated, "One of the things I find most frustrating about social media is performative activism, predominantly by white celebrities (like me). It's hard to strike a balance between self-serving social media displays and true action."<ref name="Rettig20202">{{cite web|last=Rettig|first=James|date=June 1, 2020|title=Lorde Addresses George Floyd Protests, "Performative Activism" In Rare Statement|url=https://www.stereogum.com/2086374/lorde-george-floyd-protests-statement/news/|work=Stereogum|accessdate=June 2, 2020}}</ref><ref name="NZH20202">{{cite news|date=June 2, 2020|title=Lorde speaks out after George Floyd death: 'It's sickening'|work=The New Zealand Herald|url=https://www.nzherald.co.nz/entertainment/news/article.cfm?c_id=1501119&objectid=12336485|accessdate=June 2, 2020}}</ref><ref name="Kaufman20202">{{cite magazine|last=Kaufman|first=Gil|date=June 1, 2020|title=Lorde Writes to Fans About George Floyd Protests: 'White Silence Right Now is More Damaging'|url=https://www.billboard.com/music/pop/lorde-writes-george-floyd-protests-note-fans-9394606/|magazine=Billboard|access-date=June 2, 2020}}</ref>
On June 2, about 28 million Instagram users participated in the "Blackout Tuesday" movement, which involved users posting a completely blacked-out square image in order to show support of the George Floyd protests.<ref name="Ahlgrim20202">{{cite web|last=Ahlgrim|first=Callie|date=June 2, 2020|title=Here's everything you need to know about Blackout Tuesday and #TheShowMustBePaused initiatives|url=https://www.insider.com/what-is-blackout-tuesday-the-show-must-be-paused-purpose-backlash-2020-6|work=Insider|accessdate=June 2, 2020}}</ref> Celebrities and general users alike received criticism by other social media users for engaging in "performative activism" via these Blackout Tuesday posts.<ref name="Singh20202">{{cite web|last=Singh|first=Olivia|date=June 2, 2020|title=Emma Watson is being criticized for 'performative activism' after altering black squares for Blackout Tuesday to seemingly fit her Instagram aesthetic|url=https://www.insider.com/emma-watson-blackout-tuesday-black-lives-matter-instagram-reactions-2020-6|work=Insider|accessdate=June 2, 2020}}</ref><ref name="Ledbetter20202">{{cite web|last=Ledbetter|first=Carly|date=June 2, 2020|title=Emily Ratajkowski Slams People Doing The 'Bare Minimum' By Just Posting Black Squares|url=https://www.huffpost.com/entry/emily-ratajkowski-slams-black-squares_n_5ed670e4c5b69e03eba5a855|work=HuffPost|accessdate=June 2, 2020}}</ref>
On June 5, Washington, D.C., mayor Muriel Bowser had the phrase ''Black Lives Matter'' painted on 16th Street in front of the White House. Bowser was criticized as an example of a government official creating a "performative distraction".<ref name="NZC20202">{{cite news|last1=Nirappil|first1=Fenit|last2=Zuzmer|first2=Julie|last3=Chason|first3=Rachel|date=June 5, 2020|title=D.C. paints 'Black Lives Matter' on street near White House|url=https://www.washingtonpost.com/local/dc-politics/bowser-black-lives-matter-street/2020/06/05/eb44ff4a-a733-11ea-bb20-ebf0921f3bbd_story.html|newspaper=The Washington Post|accessdate=June 6, 2020}}</ref>
=== Diversity and inclusion efforts at companies === {{Main|Diversity, equity, and inclusion}} By 2024, DEI initiatives faced significant backlash and decline. A combination of political polarization, legal challenges to affirmative action (e.g., the U.S. Supreme Court's 2023 ''Students for Fair Admissions v. Harvard'' decision), and economic pressures led many companies to scale back or eliminate DEI programs. In October 2024, major corporations such as Meta, Boeing, Target, Amazon, Ford, Harley-Davidson, Lowe’s, Walmart among many others disbanded DEI departments or reduced related spending, citing shifting priorities and financial constraints. Critics of DEI framed these cuts as a rejection of "woke capitalism," while advocates argued it reflected performative retreats under political pressure rather than genuine commitment to equity.<ref name=":0">{{Cite web |last1=Murray |first1=Conor |last2=Bohannon |first2=Molly |date=2025-02-17 |title=DEI Under Fire: Trump Eliminates Military Diversity Programs—Here's A List Of Major Organizations Dropping DEI |url=https://www.forbes.com/sites/conormurray/2025/01/28/dei-under-fire-trump-eliminates-diversity-program-in-military-heres-a-list-of-major-organizations-dropping-dei/ |access-date=2025-01-29 |website=Forbes |language=en}}</ref><ref>{{Cite news |last=Emerson |first=Joelle |date=2024-12-13 |title=Continuing the Work of DEI, No Matter What Your Company Calls It |url=https://hbr.org/2024/12/continuing-the-work-of-dei-no-matter-what-your-company-calls-it |access-date=2025-01-29 |work=Harvard Business Review |language=en |issn=0017-8012}}</ref><ref>{{Cite web |last=Obenauer |first=Billy |date=2024-12-09 |title=UMaine needs to become a DEI leader |url=https://mainecampus.com/category/opinion/2024/12/umaine-needs-to-become-a-dei-leader/ |access-date=2025-01-29 |website=The Maine Campus |language=en}}</ref>
Analysts noted that the decline coincided with heightened partisan rhetoric around corporate social responsibility and "culture war" debates. Some companies rebranded DEI efforts under less politically charged terms like "talent optimization" or "workplace belonging." The trend also followed lawsuits alleging reverse discrimination and shareholder demands for cost-cutting amid economic downturns. Critics of the cuts, including civil rights groups, warned that abandoning DEI risked exacerbating workplace inequities, particularly for marginalized groups.<ref name=":0" />
The ''Forbes'' report documenting these rollbacks highlighted the tension between performative activism and sustained organizational change, noting that many companies had previously promoted DEI pledges during periods of social unrest but deprioritized them once public attention faded.<ref name=":0" />
=== Other instances === In May 2025, Chris Bishop, a senior Minister in the National Government of New Zealand, heckled the performance of Stan Walker, a winner of two Māori artist awards at the 2025 Aotearoa Music Awards, as "performative acclaim".<ref name=Dunlop2025>{{cite web|last=Dunlop|first=Mani|url=https://www.teaonews.co.nz/2025/05/30/load-of-crap-minister-chris-bishop-on-stan-walker-ama-performance/|title='Load of crap' Minister Chris Bishop on Stan Walker AMA performance|work=Te Ao Māori News|date=May 30, 2025|accessdate=May 31, 2025}}</ref>
==See also== * {{annotated link|Imperial feminism}} * {{annotated link|Online shaming}} * {{annotated link|Performative male}} * {{annotated link|Performativity}} * {{annotated link|Slacktivism}} * {{annotated link|Thoughts and prayers}} * {{annotated link|Virtue signalling}}
==References== {{reflist|30em}}
Category:2010s neologisms Category:2020 in Internet culture Category:Internet activism Category:Political terminology of the United States Category:Social commentary Category:Social influence Category:Social justice terminology