Core Argument - The report defines performative activism as actions that appear to support a social cause but are mostly symbolic, lacking meaningful follow-through and impact [2] - The report argues that performative activism weakens the impact of activism by turning a movement for justice into a marketing strategy [4] - The report suggests countering performative activism by amplifying marginalized voices and looking inwards to reduce contradictions between stated values and actual practices [18][19] Psychology Behind Performative Activism - The report identifies groupthink, where individuals adhere to group consensus, and virtue signaling, the desire to appear righteous without commitment, as key drivers of performative activism [5][6][8] - The report highlights that pressure-driven awareness, rather than principle, can lead to performative activism, where preserving personal image takes precedence over supporting a cause [7] Implications of Performative Activism - The report points out that companies engage in performative activism during events like Pride Month, donating to politicians who oppose related legal protections [10] - The report uses the example of BlackoutTuesday to illustrate how symbolic gestures can disrupt actionable steps and dilute the impact of genuine activism [13][14] - The report notes a decrease in public support for BLM from 68% to 55% within three months, suggesting performative activism may not translate to sustained commitment [15] Solutions to Counter Performative Activism - The report advocates for amplifying the voices of marginalized communities instead of social media campaigns speaking over them [18] - The report emphasizes the importance of introspection to align belief systems and values, reducing contradictions in equality and diversity efforts [18]