It seems quite clear that bringing about good outcomes is one thing that there is moral reason to do. But why think that promoting the good is the only thing that morality prescribes? One way of defending this thesis is to employ substantive normative arguments, which seek to show that the plausibility of moral reasons to do other things does not withstand reflective scrutiny. Many such arguments begin by observing that it is overwhelmingly plausible that there are moral reasons to do what is good for others and to avoid doing what is bad for them. These arguments concede that it is initially plausible that there are moral reasons to do other things, like keep our promises and respect the autonomy of others, even when this does not bring about the best overall consequences. Further, it is initially plausible that reasons not to harm others are stronger than reasons to benefit them, and that reasons to benefit our loved ones are stronger than reasons to benefit strangers. Such considerations do initially count against consequentialism. But, proponents of these consequentialist arguments contend, there are good reasons to doubt that the plausibility of these distinct reasons and weighting principles can withstand our getting clearer about what exactly they could amount to. If this is correct, our plausible moral reasons of beneficence and non-malfeasance are best seen as instances of moral reasons to bring about the overall best outcomes, which exhaust the content of morality. We will call this the “bottom-up” strategy of arguing in favor of consequentialism.
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