> So a person wanting to promote a cause through their FB profile is "virtue signalling" even if they do it regardless of recent events (let's imagine someone putting up a "stop racism" banner there 5 years ago), but a company doing that when the public eye is on it is not "virtue signalling".

From your response, and others in this thread I'm starting to believe that a lot of people that use the phrase 'virtue signaling' may not actually know what it means.