Old Virtues in an Anniversary Year: Why Old Work Ethic Has a Future
On June 18, 2026, the Institute for Applied Trade Research celebrated its 10th anniversary as part of the “Trade & Crafts in Dialogue” event at the Christoph Leitl Lounge of the Austrian Federal Economic Chamber. Approximately 150 guests from the skilled trades, industry, government ministries, universities, professional organizations, and partner institutions gathered to look back on ten years of applied trade research.
For the Old Virtues / LV4WW project, this evening was more than just an anniversary. It demonstrated what the project is fundamentally about: bringing to light the values, attitudes, and experiential knowledge inherent in the craft—not out of nostalgia, but as a resource for the working world of tomorrow.
Old Virtues, New World of Work
"Old Virtues" explores the significance of traditional work virtues in a world shaped by digitalization, a shortage of skilled workers, generational change, and new expectations regarding work. It focuses on values such as reliability, precision, a sense of responsibility, respect, collegiality, motivation, and a commitment to quality.
These virtues have never been abstract in the skilled trades. They are not merely explained, but exemplified: in the workplace, during training, in interactions with customers, in the careful handling of materials, and in the passing down of knowledge from one generation to the next.
This very perspective was a recurring theme throughout the anniversary celebration. Prof. Dr. Reinhard Kainz summed it up in his speech: “Trade and craftsmanship are not only the most important economic factors in the regions, but also a community of shared values.” This sentence could also serve as a guiding principle for Old Virtues.
Why "Old Virtues" Is Important Right Now
The commemorative publication marking the 10th anniversary of the IAGF describes craftsmanship as a living cultural heritage that can only survive if it remains economically viable. It states particularly succinctly: “Traditional craftsmanship can only survive as a living intangible cultural heritage if it is economically viable.”
This is precisely where Old Virtues comes in. The project asks not only: What values define the craft? But also: How can these values be passed on under today’s conditions? How do traditional work attitudes fit with “New Work,” digital communication, and the expectations of young people? And how can businesses consciously leverage these virtues without falling back into outdated patterns?
"Old Virtues" shows that traditional virtues are not at odds with modern work. When properly understood, they can provide guidance—especially in an age when so much is becoming faster, more digital, and more uncertain.
Gen Z, Digitalization, and the Need for Effectiveness
A key highlight of the anniversary celebration came from psychologist and generational researcher Dr. Rüdiger Maas. He spoke about the changing experiences of young people and the role that the skilled trades can play in an increasingly digital world.
His statement, “Craft connects the mind, the body, and the world,” sums up a central insight of Old Virtues. Young people are looking for meaning, authenticity, feedback, and a sense of involvement. At the same time, they need clear structures, personal guidance, and the feeling that their work can make a difference.
This presents a major opportunity for the skilled trades. After all, skilled craftsmanship makes performance visible. You can see what you’ve created. You experience quality not just as a statistic, but as the result of skill, care, and responsibility. Old Virtues explores precisely this connection: How can businesses interpret traditional virtues in a way that makes them appealing and understandable to young people?
Outlook: Tradition as a Skill for the Future
Old Virtues shows that the future of skilled trades does not lie in abandoning old values. It lies in carrying on these values in a conscious, modern, and people-centered way.
Or to put it another way: The “old virtues” aren’t old. They are the foundation for the future.