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They have more to gain than the average person at least. They could appease the side they do more business with to earn themselves some money, or truly spread awareness on some issues. The average person either virtue signals (not enough power to make any difference usually, or genuinely not even doing anything in real life about it), or gets into trouble with a more powerful employer/government/enemy whatever
The average person posting an insta story doesn’t save anyone’s life as much as we wish it did