A humility‐based enterprising community: the Amish people in Lancaster County

Purpose - The purpose of this study is to add to the understanding of humility‐based economic development and entrepreneurship among the Amish – a religious group – in the USA, whose culture values asceticism, frugality, thrift and work, as well as humility. Design/methodology/approach - The paper presents an ethnographic research study. Findings - Amish adults teach their young that work is pleasurable. In order to maintain their values, the Amish try to avoid close contact with people who do not hold the same traditions. Furthermore, due to religious discrimination in the past, the Amish often exhibit a mistrust of outsiders. The primary motive of self‐employment among the Amish is neither profit nor prestige, but rather the maintenance of cultural values, separately from mainstream society such as to emphasise humility over pride. Self‐employment is perceived as much a social activity as an economic activity, and very importantly, it is compatible with religious beliefs. Practical implications - Given the choice, the Amish prefernotto work for enterprises in mainstream society. These people prefer to be self‐employed or to work amongst themselves, as it is their belief that a community of believers is the context for life. Originality/value - This research paper reports on an ethnographic research study that reveals the reasons why Amish people in Lancaster County choose self‐employment as a means of livelihood, the changing nature of their enterprises, and the causal variables explaining why there is a shift from farm‐based self‐employment on family farms, to non‐land‐based entrepreneurship.