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).
 

On Judging Other People and Moral Agnosticism

A familiar maxim from Jesus (Matthew 7:1, New Living Translation) says, “Do not judge others, and you will not be judged.”

Ayn Rand’s advice is “Judge, and be prepared to be judged.”

At first, the two prescriptions seem to be contradictory and there are various interpretations and applications of both. Can we reconcile them?

The first is often taken to mean “never judge,” thus leading to a policy of moral agnosticism. As for Rand’s statement, some of her followers have taken it to mean recklessly and often unjustly condemning other people who don’t meet their presumed (and frequently mistaken) interpretation of Rand’s ethics.

In a previous post, I discussed several issues required to judge the character of other people. My conclusion was that it is not easy because it takes time to get to know the other person. Let me sort out the above two prescriptions, both of which are considerably nuanced.

Subsequent verses in Matthew 7 essentially restate the Golden Rule encouraging us to use the same standard of value when judging ourselves as when judging others. No double standards, in other words. The Golden Rule can be ambiguous but it is an early and reasonable attempt to state the virtue of justice.

The last verse of this section in Matthew (7:6) concludes by urging us to be careful when collaborating with other people. “Don’t throw your pearls to pigs! They will trample the pearls, then turn and attack you.” As I said in my previous post, don’t hop into bed after one date (or two or three), get married after one month, or sign a business partnership after one meeting.

Divorce in marriage and business (including joint ventures) is far too prevalent. Be absolutely certain you are not dealing with a pig! Good advice from Matthew 7:1-6.*

Many assume “do not judge others” means “No one can determine right from wrong” or “Who am I to judge?” Ayn Rand reacted to that idea by offering her strong statement of always judging and being prepared to be judged, which, when properly understood, also is good advice.

We constantly make judgments—both of fact and value. “This person is pointing a gun at me” is a judgment of fact and “this gun in the hands of a criminal is a threat to me” is a judgment of value. Making value judgments, however, according to Rand, does not mean regarding “oneself as a missionary charged with the responsibility of ‘saving everyone’s soul’” or of offering unsolicited condemnation of others who may appear to be dishonest. Those others may just be committing what Rand calls an error in knowledge and the condemner may not have bothered to get to know the others well.

And judging others, of course, does not mean saying to your supervisor, “Boss, I cannot tell a lie. You’re a jerk.”

“Rationally appropriate” are the key words Rand uses to determine when or when not we should or should not make our value judgments known.

But because epistemological skepticism and moral agnosticism are rampant today and have mired us in a “who am I to judge?” culture, Rand’s further comments warrant attention. We are seeing in real time what she said over fifty years ago.

“Moral neutrality,” Rand said, “necessitates a progressive sympathy for vice and a progressive antagonism to virtue.” The sequence, especially for today’s leftists and their sycophants in the press,** in Rand’s words, has gone from “there is some good in the worst of us” to “there’s got to be some bad in the best of us” to “it’s the best of us who make life difficult—why don’t they keep silent?—who are they to judge?” (The Virtue of Selfishness, pp. 85-86, Rand's italics).

And those who dare to judge the left’s dishonesties and enormously destructive policies are silenced and condemned by the left’s massive smear campaigns.

“Free speech for me, but not for thee” is the left’s unspoken and unacknowledged motto. “Do not judge” refers to us, not them.

Most people speaking out today in defense of ethics seem to be from the religious right. Dennis Prager, as I point out in my 2018 post, argues that the Ten Commandments (or rather, Ten Statements, as he calls them) are what have driven the development of civilization.

Where are the secular ethicists, besides Ayn Rand, to defend the development of civilization?


* There are many additional values besides the ethical ones involved in successful marriages and business relationships. In both, total trust is paramount along with the notion that nothing is off the table for discussion. In marriages and sometimes even in business relationships an emotional connection through a matching sense of life and enjoyment of morally optional values (pp. 85-90) is required. How to raise children or to run a business can involve both ethical and optional values. Lack of total trust in the relationship may at some point reveal a pig!

** “Useful idiots”—propagandizers for a cause they don’t understand—might also be an appropriate term for today’s press. The two words have been attributed to Vladimir Lenin, who supposedly applied them to communist fellow travelers and even ignorant classical liberals. Evidence for Lenin’s use of the words, however, has not been found.