On the other hand I find a lot of people seem to see signalling where there is none, or use "they're just virtue signalling" as a way to dismiss peoples legitim

On the other hand I find a lot of people seem to see signalling where there is none, or use "they're just virtue signalling" as a way to dismiss peoples legitimate concerns. Make sure you think about whether you're actually seeing signalling, or if it's just someone with a different worldview and different priorities than you. There's also going to be a lot of bias in what is visible to you here - you're only going to see the people who loudly boast on Instagram about say donating to charity or using eco friendly cups or whatever - because of course the people that just do it quietly because they care and don't boast aren't going to be noticeable. Maybe there's 10 people who aren't signalling for every one you see, but you have no way of knowing because they're not signalling.