ABSTRACT
The first part of the chapter discusses how the increasing commodification and the rise of identity politics have limited the opportunities for character development. The rest of the chapter provides a rubric for reforming markets and policymaking around virtue ethics principles. It makes a strong case for the inadequacy of utilitarianism as a guiding philosophy and for the significance of intrinsic incentives in building good habits. The final segment of the chapter offers some specific cases (e.g., the food industry and processed foods) to exemplify how virtue ethics principles can limit further commodification and reshape the market as an institution.
