The term you’re looking for is ‘virtue signalling’. It’s a shame it got assigned a political bias, because it’s a handy term for what makes rainbow capitalism so infuriating.

Another big point that needs to be made is that engagement driven social media algorithms have pushed the most controversial content to the top, giving it an oversized representation. Then there are also those with vested interests in preventing unity who are more than happy to jump on any opportunity to stoke division.