Business Ethics, Moral Values, and the Herd Conformity of Virtue Signaling

So-called virtue signaling means showing off to the significant others of one’s group in order to maintain identity as a prominent and respected member. It is always other directed with eyes on conforming to the herd. “Sucking up” might be a vernacular way of describing the behavior. “Looking good to be good” is another way.

Genuinely virtuous behavior is an expression of one’s character and what others think of us is fundamentally irrelevant.

Ethics (or morality—the two words are synonyms), as Ayn Rand defined it, is “a code of values to guide man’s choices and actions—the choices and actions that determine the purpose and the course of his life.” The first part of this definition is the genus and includes not just Ayn Rand’s theory, but the other ethical theories that have been developed throughout history. More importantly to understand, the genus also includes the applied sciences and the many personal values we choose that are morally optional, such as taste in ice cream, choice of romantic partner and career, or the eating of red meat and drinking water out of plastic bottles.

Moral values are universal. Optional values are not, which means they do not have to be accepted and pursued by everyone.

The second part of the definition is the differentia that gives us a standard of moral value, as well as the derivative values and virtues that guide our choices and actions. A value is whatever we act to acquire and enjoy and a virtue is the action to acquire it. Moral values and virtues are broad abstractions and general actions, not concrete objects or specific actions.

Rand’s standard of moral value is human life as a being that possesses the capacity to reason. Her fundamental value, then, is reason with the corresponding virtue of rationality. Deriving from that standard, Rand identifies several other moral values, including honesty, courage, integrity, independence, productive work, and justice, to name several that are relevant for the present discussion.

The corresponding virtues derived from reason and rationality are telling the truth, acting against great odds or opposition, remaining loyal to one’s fundamental values, relying on one’s own mind to perceive reality, purposeful pursuit of a rewarding career, and judging oneself and others by conformity to moral and legal standards, including especially in business by the standard of the ability to do the job. Vices are the opposite: lying, cowardice, corruption, dependence, indolence, and unfairness. Irrationality means placing something higher than reason, such as faith or emotion.

At this point let me highlight the optional values that guide our lives. First, the applied sciences. The engineer has a code of values to guide his or her thinking and development processes of designing and making tools to improve human life. The end value may be to build a bridge; the principles of civil engineering are the guides. We normally do not call the actions of engineers moral virtues and the mistakes vices, unless dishonesty or cowardice is involved. The values and principles of action required of applied sciences, and the behavior of their practitioners, are assumed to be moral unless one has reason to think otherwise.

Our personal values also are assumed to be moral, but just as everyone does not have to be a civil engineer, or an engineer at all, not everyone has to like vanilla ice cream or even like ice cream at all. We all hold and pursue a large number of morally optional or personal values. Choice of romantic partner and career both are extremely personal and optional, but also complicated in the sense of requiring a great deal of thought, planning, and knowledge before making the choice. And both do have moral components, as Rand has discussed extensively (1, 2), but I am focusing here are the optional element.

As stated above, red meat and water in plastic bottles are not moral values and acting to acquire and use both are not vices. Someone putting a slab of red meat over your face such that you cannot breathe would be a moral issue, but then we would be talking about attempted murder!

In a free society, no one will stop you from refraining from eating red meat, if you think that is necessary for your physical health. But it is not a moral issue. Neither will anyone stop you from drinking water out of non-plastic bottles.

Individual rights mean that everyone has the moral right to choose whatever each person wants to eat and whatever container each wants to drink water out of. Preaching a gospel of “immoral” foods and containers is the moralization of concretes that I have written about before. It is rampant in today’s culture and a major source of “virtue signaling.”

It is also condescending and phony, condescending because the signalers are convinced they are right and everyone else is wrong and phony because the signalers are playing at ethics without a clue as to what ethics really is.

Leaders of the intelligentsia, however, do or should know better, especially when they are spewing communist/fascist propaganda, such as: “the United States is systemically racist,” “recent state laws are election suppression,” and the favorite of all Marxists, “capitalism puts profits over people.”*

Such signals as these are either false (the first and third) or highly questionable without further investigation (the second). And all, in contrast to true moral values and virtues, are political catchphrases used as virtue signals to intimidate any opponent into thinking he or she is immoral.**

For business leaders to cite and promote them is not just gutless compromise of the principles of individual rights and capitalism, but their actions bring up 1932 Germany (1, 2) when twenty-two business leaders urged President von Hindenburg (who some said was senile) to appoint Adolf Hitler as Chancellor.

The group that today’s business leaders are sucking up to is the communist/fascist left and they, the business leaders, apparently think they will be protected when the left finally takes over the US government. Think again, business leaders, and do your homework about what happened to business leaders in the USSR and Nazi Germany.

Business ethics does not differ from general ethics, as moral values and virtues are broad enough to cover all applied fields. Business leaders, therefore, need to practice Rand’s virtues. Justice is particularly relevant to business ethics and virtue signaling because it means judging each individual person according to the moral standards of honesty, courage, integrity, independence, and productive work and treating each person by his or her conformity to those standards. It does not mean judging one by membership in a group, class, race, or by sex or sexual orientation (i.e., social justice). Individual justice in society means abiding by the US Constitution’s Bill of Rights and treating everyone equally, regardless of group, class, race, sex, or sexual orientation.

All virtue signaling is manifestly unjust because it is a pretension to ethics that does not treat each individual fairly or equally. At root it is collectivist. To some virtue signaling may be a psychological problem, which means they want to be liked, but for the virtue-signaling leaders, especially our business leaders, it puts us on a dangerous path to dictatorship—as in one-party rule, show trials or worse, expropriation of private property, and censorship.

Are we there yet, business leaders?

You and many others in the intelligentsia have become true believers, to borrow Eric Hoffer’s words on mass movements. You seem to be seeking, in your desperate and foolish virtue signaling, to identify with the left’s holy cause (1, p. 12; 2).

Hoffer has many phrases to describe the true believer, but here is a choice one (p. 62): each individual member of the movement “must be stripped of his individual identity and distinctness . . .  by the complete assimilation of the individual into a collective body.”

It means conformity to the herd.

In the late nineteenth century an advertising client asked his agent if he had any good ideas for ads. The agent replied, “Try honesty for a change!”

Altering this advice a bit, my suggestion to you, dear business leaders, is to try a genuinely virtuous behavior for a change—especially one of honesty, courage, integrity, independence, justice, and productive work.

A virtuous character is not a signal. It is a way of life.


* The intelligentsia does far worse. Cancel culture, according to David Horowitz, is tantamount to Nazi book burning and should be called what it is. And most or all of today’s leftist leaders are bigoted racists. Their intimidation tactics are right out of the Nazi playbook. Ominous parallels? The problem with conservatives, says Horowitz, is that they want to “play patty cake with the devil.”

** Racism, as Shelby Steele has demonstrated (1, 2), effectively ended in the 1960s with desegregation. What we have now is systemic white guilt. Issues of election irregularities or fraud are factual issues that need to be thoroughly examined, not evaded. And under capitalism, profits are earned through customer satisfaction. They are not deductions from the wages of workers; wages are deductions from profits (1, 2).