A term developed by Red Letter Media, referring specifically to a media company that celebrates
liberal ideas (such as
diversity, tolerance, or pro-LGBT rhetoric) exclusively when and where it benefits them but not going all in as to also profit from countries that censor those messages. This can be done in ways such as adding a pro-LGBT scene that can be easily edited out for the localization in China, Russia, or another country that would censor
liberal messages.
Disney's decision to add
two lesbians kissing on camera in The Rise of Skywalker was endearing, but ultimately a passive
progressive tactic since the scene was edited out in China and Russia.
Coca-cola's decision to support the end of Apartheid in South Africa appeared passive
progressive to many detractors. Until, that is, they pulled all holdings out of South Africa - sacrificing profits to stand in solidarity with the protestors.