The Pride of Signalling Virtue

Pride is everywhere. Businesses and organisations are desperate to exhibit their liberal credentials by flying the rainbow flag or having their employees wear the lapel badges. It is a way of telling the world how modern and up to date their values are. It is 'virtue-signalling' at its very best. 
The term was invented by James Bartholomew writing in the Spectator. It means 'the action or practice of publicly expressing opinions or sentiments intended to demonstrate one's good character or the moral correctness of one's position on a particular issue.' For example, many of my colleagues at work will say how much they despise UKIP or the Daily Mail in order to make it clear how un-racist they are. The staff at Manchester's Central Library (pictured below) are flying the rainbow flag not because the institution was formally a place of homophobic abuse and is now deemed safe, but because they draw great satisfaction in knowing that we know how liberal they are. 

Likewise, the management at Transpennine Express decided to advertise their support for same-sex relationships by erecting large signs at Hull's train station. Perhaps they were concerned about gay travellers and wanted them to feel at the ease as they left their trains. Maybe they have a number of homosexual employees and wish it be known that they are a fair-minded employer who won't discriminate. Or do they just wish to advertise their virtue among modern liberals? The latter, methinks. 

In Matthew 6:1, Jesus says "Beware of practising your righteousness before other people in order to be seen by them, for then you will have no reward from your Father who is in heaven." (ESV). In other words, don't signal your virtue to anyone. 

Secondly, ensure virtue is defined by God, not man:
Pride goes before destruction, and a haughty spirit before a fall. Proverbs 16:18.