What then are the bourgeois virtues? You ask me to preach. I’ll preach to thee.
The leading bourgeois virtue is the Prudence to buy low and sell high. I admit it. There. But it is also the prudence to trade rather than to invade, to calculate the consequences, to pursue the good with competence—Herbert Hoover, for example, energetically rescuing many Europeans from starvation after 1918.
Another bourgeois virtue is the Temperance to save and accumulate, of course. But it is also the temperance to educate oneself in business and in life, to listen to the customer humbly, to resist the temptations to cheat, to ask quietly whether there might be a compromise here—Eleanor Roosevelt negotiating the United Nations Declaration of Human Rights in 1948.
A third is the justice to insist on private property honestly acquired. But it is also the justice to pay willingly for good work, to honor labor, to break down privilege, to value people for what they can do rather than for who they are, to view success without envy, making capitalism work since 1776.
A fourth is the Courage to venture on new ways of business. But it is also the courage to overcome the fear of change, to bear defeat unto bankruptcy, to be courteous to new ideas, to wake up next morning and face fresh work with cheer, resisting the despairing pessimism of the clerisy 1848 to the present. And so the bourgeoisie can have Prudence, Temperance, Justice, and Courage, the pagan four. Or the Scottish three—Prudence, Temperance, and justice, the artificial virtues—plus enterprise, that is, Courage with another dose of Temperance.
Beyond the pagan virtues is the Love to take care of one’s own, yes. But it is also a bourgeois love to care for employees and partners and colleagues and customers and fellow citizens, to wish well of humankind, to seek God, finding human and transcendent connection in the marketplace in 2006, and in a Scottish benevolence c. 1759.
Another is the Faith to honor one’s community of business. But it is also the faith to build monuments to the glorious past, to sustain traditions of commerce, of learning, of religion, finding identity in Amsterdam and Chicago and Osaka.
Another is the Hope to imagine a better machine. But it is also the hope to see the future as something other than stagnation or eternal recurrence, to infuse the day’s work with a purpose, seeing one’s labor as a glorious calling, ing, 1533 to the present. So the bourgeoisie can have Faith, Hope, and Love, these three, the theological virtues.
That is, the bourgeois virtues are merely the seven virtues exercised in a commercial society. They are not hypothetical. For centuries in Venice and Holland and then in England and Scotland and British North America, then in Belgium, Northern France, the Rhineland, Sydney, Cleveland, Los Angeles, Bombay, Shanghai, and in a widening array of places elsewhere, against hardy traditions of aristocratic and peasant virtues, we have practiced them. We have fallen repeatedly, of course, into bourgeois vices. Sin is original. But we live in a commercial society, most of us, and capitalism is not automatically vicious or sinful. Rather the contrary.
“Bourgeois virtues” is no contradiction. It is the way we live now, mainly, at work, on our good days, and the way we should, Mondays through Fridays.
-Deirdre McCloskey, The Bourgeois Virtues