Social trust is crucial for capitalism, vibrant democracies

Ask someone what a calling is, and they'll probably say something like “doing work you love.” But as a management professor who has spent two decades researching the history and impact of calling, I've found it's much more than personal fulfillment.

- Yvon Chouinard

The concept of calling has deep roots. In the 1500s, theologian Martin Luther asserted that any legitimate work — not just work in ministry — could have sacred significance and social value, and could therefore be considered a calling. In this early form, calling wasn’t merely a vocation or passion; it was a way of living and working that built character, competence and social trust.

That's because calling is an ethical system—a set of thoughts and actions aimed at producing “good work” that is both morally grounded and quality-focused. As such, it’s not just a feelgood idea. Today, we know that calling can strengthen social trust by reinforcing its key elements: confidence in product quality, stable institutions, adherence to rules and laws, and relationships.