Individual humans and individualism as an ideology were both of great concern to progressive reformers at the turn-of-the-20th century, and McGerr explores progressives’ quest to define the nature of the individual within the parameters of middle-class progressive values, and to formulate a model for individuals’ relationship to society.

The upper class doctrine of individualism, which glorified the power of the individual to determine their situation in life, accumulate great wealth, and lift up the economy, was repugnant to Progressives. Many members of the upper class believed that the poor suffered from some kind of deficit in character or personality that explained their suffering. They refused to recognize that external conditions—like an unfair economic system, various prejudices, or low wages—dramatically affected an individual’s potential to rise up in society and change their situation in life.

This glorification of individualism—the love of freedom, free industry, and unfettered opportunity—was the foundation of American society. Progressives took issue with this glorification of individualism; they felt that many people selfishly pursued their own interests in a manner that was detrimental to society. If individual Americans pursued their own interests instead of the interests of society, then progressives’ logical conclusion was that society needed to assert more control over individual values and behaviors.