[koheripbal]

I question whether advertisers really care about public ethical issues, and won't just quietly restore Ad spending when covid is over.

Virtue signaling is cheap.

Is there any evidence that they've specifically cut more from Facebook than from other social media platforms?

[jasonv]

If marketing departments do the work to direct their efforts and funds to other advertising channels, they may keep using them even after the virtue signaling -- or earnest signaling -- expires.

Continuity in marketing metrics can also be important.