The new currency of relevance: how social justice has been hijacked

It’s one of the most disturbing trends of our time: people with nothing to say, nothing to contribute, and nothing of substance to offer have discovered that the quickest way to gain attention, credibility, and a sense of relevance is to hijack social justice causes.

And nowhere has this become more apparent than in the widespread adoption of anti-Israel, antisemitic, anti-Zionist, and superficially “pro-Palestinian” slogans by those desperate for a moment in the spotlight.

In an era where a tweet or TikTok can catapult someone from obscurity to instant visibility, adopting the appearance of activism has become the easiest and most accessible means of personal branding. The cause itself often barely matters; what matters is the performance. A carefully curated post, a virtue-signalling hashtag, and a few hours of performative outrage can be enough to manufacture the illusion of moral authority.

This is not genuine advocacy. It is opportunism.

We see this play out repeatedly. At music festivals, minor performers scream “Death to the IDF” to generate headlines they would never otherwise earn. At universities, individuals misuse legitimate concerns about Palestinian suffering to justify violence, antisemitism, and the erasure of Jewish identity. On social media, self-appointed activists peddle misinformation and emotional manipulation under the guise of “justice,” seeking validation from algorithm-driven echo chambers that reward outrage over truth. We see this in the political arena as well, where the pursuit of easy applause often takes priority over truth and responsible leadership.

What is perhaps most tragic is that members of our own Jewish community, knowingly or not, sometimes adopt these same tactics. They believe that by distancing themselves from Israel, or by parroting anti-Zionist tropes, they will gain credibility in progressive circles or appear “brave” for speaking out. In reality, they become pawns in a game they do not control, providing a Jewish fig leaf for movements that have no interest in nuance or peace, only in dismantling the legitimacy of the Jewish state.

But this is not new, and it is not unique to the Israel conversation. We have seen social justice causes hijacked before. Environmental movements are being co-opted by influencers to sell products. Feminist campaigns are used as springboards for personal brand deals. Racial justice initiatives are being diluted by those seeking online influence rather than systemic change. Each time, the same pattern emerges: complex issues are reduced to simplistic slogans; lived experiences are replaced with curated posts; genuine activists are drowned out by those who seek the aesthetic of activism without its sacrifices or responsibilities.

And it is dangerously effective.

In the marketplace of social validation, conflict pays, and antisemitism is the cheapest currency for quick returns. Anti-Israel activism, with its prepackaged slogans and imagery, has become an easy entry point for people who know that taking this stance will earn them praise in certain circles, regardless of the facts or the consequences. The irony, of course, is that many of these self-styled activists, in their rush to be relevant, have never engaged with the complexities of the conflict, the aspirations of Israelis and Palestinians alike, or the uncomfortable truths that come with demanding justice while rejecting hate.

This environment creates an uphill battle for those of us engaged in genuine education and advocacy. Our work is not to match the volume of those screaming the loudest, but to anchor our communities and broader society in reality, facts, and values that seek genuine solutions, not performative outrage.

We must call out misinformation, even when it is uncomfortable. We must challenge those within our community who believe that popularity is worth sacrificing integrity. We must create spaces where truth is not a casualty of trending hashtags and where people are equipped to distinguish between authentic activism and opportunistic noise.

Because at its core, what is at stake here is bigger than any single cause. It is the integrity of social justice itself. If we allow social justice to be commodified and co-opted, if we remain silent as complex issues are weaponised for personal gain, we betray not only our own community but every community fighting for dignity, security, and a future for their children.

Those who seek relevance through these methods should understand there is nothing courageous about adopting positions that win applause from the loudest corners of the internet while putting real people in harm’s way. There is nothing brave about amplifying misinformation that fuels hate and division. And there is nothing moral about using the suffering of others as a means to achieve personal relevance.

We can, and must, do better. And as we confront this insidious trend, we must remember that standing for truth may not always be popular, but it is always necessary.

Michael Gencher is the Executive Director of StandWithUs Australia