This article critically evaluates key assumptions within classical and contemporary ‘decline’ moral sociology. It argues that two dominant models of moral loss sociology – the ‘cultural pessimist’ and ‘communitarians’ – are indebted to a set of Durkheimian assumptions that underwrite his original diagnosis of the moral crisis of modernity. Three specific assumptions are identified and critiqued: view of human nature and self; ‘society’ as the necessary source of morality; and the functions of morality. The article suggests that these assumptions work to ignore how self, emotions and cultural ideals of self-improvement may work as alternate moral structures in late modernity.