Just to pick a nit, this is only virtue signaling if they rub it in somebody's face. There's almost a whole chapter in the gospels about it, Matthew 6:16:

> And when you fast, do not look dismal, like the hypocrites, for they disfigure their faces that their fasting may be seen by men. Truly, I say to you, they have received their reward.

Mhkay.

While I believe one can be genuine in either case, I find it more likely to be "virtue signalling" when it's a company doing something on a hot topic right now.