In recent years, the topic of ethics in business has grown from a quiet internal matter to a public conversation. Stories of value-driven partnerships inspire trust, while news about empty ethical claims sparks skepticism. As we continue to work with organizations and people who care about real, human-centered growth, we know that not every partnership truly honors its stated values.
Ethics should never be a performance for public approval.But how do we know whether a business partner genuinely puts people and values first, or if what we see is simply staged for marketing benefits?
Understanding performative ethics
The term "performative ethics" describes a type of behavior where organizations showcase their commitment to values like fairness, social responsibility, or sustainability, but only at surface level. Their intention might be to attract positive attention or meet trending expectations, but their actual practices fail to support those claims.
In our experience, performative ethics often looks convincing at first glance. Press releases, marketing campaigns, and carefully curated events craft an image of responsibility. Yet, when we listen to employees, customers, and stakeholders, the story changes.
“Actions speak louder than words, but in business, silence between actions may say even more.”
Why performative ethics happens
Most businesses want to be seen as ethical. A positive reputation can bring loyal customers and attract talent. Sometimes, though, organizations focus more energy on seeming ethical than actually being ethical.
Based on what we’ve seen, common reasons include:
- The desire to keep up with competitors and industry standards
- Pressure to win contracts with clients who ask for ethical certifications
- A belief that public perception outweighs the reality of practices
- Lack of internal understanding about what ethical action really involves
Spotting the signs of performative ethics
We believe that seeing through performative ethics requires us to look past appearances and ask honest questions. If a partnership is authentic, the evidence will show up not just in what is said, but in what is done and how those things are experienced by people.
Here are some clear signs we’ve noticed that point to performative—rather than authentic—ethics:
- Lack of transparency: Ethical businesses are open about their processes, partnerships, and outcomes. If information is hard to find or vague, this can signal a surface-level approach.
- Inconsistent behavior: Do values change depending on the audience? Are ethical commitments strong during campaigns but invisible during tough decisions?
- Overemphasis on marketing: When polished slogans and videos replace actual evidence of responsible practices, we question the depth of commitment.
- Resistance to feedback: Authentic partners welcome questions and criticism. Those who avoid, deflect, or ignore feedback may be more interested in image than improvement.
Practical ways to spot performative ethics
Spotting performative ethics takes more than reading public statements. We find that it helps to look more closely at the lived impact of a partner’s actions.
- Ask for evidence: If a company claims to be ethical, request specific examples or data. Is there proof of fair labor, green initiatives, or giving back to communities?
- Listen to real voices: Employees, suppliers, community members, and even customers can share stories that reveal the truth behind the image.
- Observe consistency over time: Is the business still committed to its stated values when it’s inconvenient or costly?
- Engage in meaningful conversation: Instead of only accepting what’s advertised, ask thoughtful questions and see how partners respond to genuine dialogue.
- Check internal alignment: Are ethical claims reflected in internal policies, hiring, training, and decision-making? Or are they left out of the real work?
“The stories people whisper in hallways reveal what is true on paper.”
Real-world impacts of performative ethics
We have seen, time and again, that performative ethics is more than a public relations problem. It leads to broken trust, hidden risks, and wasted energy.
When partnerships are built on genuine, shared values, results last longer and ripple out much further.Missed signals and weak foundations not only damage business outcomes but impact people, communities, and even the environment.
Stronger, wiser partnerships come from honest reflection and a real willingness to align actions with words.
Building partnerships based on real values
So how do we choose partners driven by action instead of appearance?
- Prioritize shared values, not just shared goals. When choosing partners, we look for alignment in how decisions are made—not just what outcomes are promised.
- Look for a track record, not just a promise. Past behavior can predict future integrity. Transparency in setbacks as well as successes is a sign of a mature partner.
- Have open, ongoing conversations. Trust grows when all voices are welcome and uncomfortable topics aren’t avoided.
Ethical action shines in the small, unglamorous moments, not just when cameras are rolling. We suggest that you listen, question, observe, and stay true to your own values when considering business partnerships.
Conclusion
While performative ethics can look convincing, it cannot hold up under real scrutiny. The cost of ignoring the difference between appearance and substance can be high, not only for those involved but for everyone touched by their actions. By asking questions, seeking real-world proof, and looking beyond the surface, we all play a part in shaping a future where lasting value comes from ethical action, not just ethical appearance.
Frequently asked questions
What is performative ethics in business?
Performative ethics in business means publicly displaying ethical values for image or marketing benefits, while failing to support those claims with real, consistent actions. This usually focuses on public perception instead of genuine commitment.
How can I spot fake ethical claims?
Watch for signs such as a lack of transparency, inconsistency between public statements and actual practices, overuse of marketing language, and refusal to answer tough questions. Asking for evidence and listening to stakeholders can often reveal the truth.
Why do companies use performative ethics?
Many companies choose performative ethics because they hope to attract positive attention, win contracts, or fit in with popular trends. Sometimes, it is due to lack of understanding about what real ethical action looks like or because they think surface-level efforts will be enough to satisfy customers or partners.
Is it risky to ignore performative ethics?
Yes, ignoring performative ethics can lead to broken trust, legal problems, and lasting damage to reputation. Partnerships based on appearance instead of substance often fail during times of difficulty.
How can I find ethical business partners?
Seek partners who align with your values, provide transparent evidence of their actions, welcome honest discussion, and maintain consistency even when it's not easy. Real ethical partners show their commitment not just in words, but in daily decisions and relationships.
