Norm entrepreneurship

What is norm entrepreneurship?

Norm entrepreneurship is an effort by individuals or organizations to change social expectations. A norm entrepreneur can promote a new standard or challenge an existing one; success is not part of the definition.

Theoretical basis

Sunstein’s account of social norms and roles describes actors who signal commitment, build coalitions, and reduce the costs of departing from a prevailing norm. These actions can make previously hidden support visible.

An example of norm entrepreneurship

In a team that expects after-hours replies, a member might propose a shared rule that messages can wait until the next workday, explain why it matters and recruit colleagues to support it. This is an effort to change the group’s expectations, whether or not the proposal succeeds.

Limits

The concept does not prove that every social change requires a single strategic leader. Calling someone a norm entrepreneur describes an effort; showing that the effort caused a change requires additional evidence. The original causal account is theoretical, and norm cascades remain a possible outcome rather than a guaranteed result.