This paper explores the implications of a Civil Economy approach to consumer ethics, by addressing the idea that Antonio Genovesi’s (1713–1769) notion of _mutual assistance_ can be understood in terms of _collective intentionality_ or _team reasoning_. I try to give reasons for this idea by a careful examination of Genovesi’s conception of social life and human agency and by reading it through the lens of team reasoning. I argue that this understanding of mutual assistance may imply broad constraints over agents’ (...) choices whenever they conflict with the good of society. Then I explore the implications of a mutual assistance approach to market ethics in a global society, where conflicting views of good and different group affiliations are possible. (shrink)