Just as socially irresponsible organizational behavior leaves a punitive legacy on society, socially responsible organizations can foster curative change. This article examines whether small organizations can foster societal change toward more sustainable modes of living. We contend that consumption is deeply intertwined with social relations and norms, thus making individual behavioral change toward sustainability a matter of facilitating change in individual behavior, as well as in social norms and relations between organizations and consumers. We argue that it is in this (...) facilitation process that small firms can play a major role, by adopting upstream and downstream approaches to diffuse behavioral change. By synthesizing four key strands of literature -small businesses and corporate social responsibility, ethical consumption, community social marketing, and the diffusion of innovation — and using the exemplar case of Modbury, the iconic "plastic bag-free" town, we demonstrate how responsible small firms can influence communities, and the individuals therein, to encourage environmentally sustainable practice to diffuse and support change in society. (shrink)

There is a current effort to borrow the concept of trauma from medicine and psychiatry and to introduce it into sociological theory. The author explicates the notion of cultural trauma as applicable to the theory of social change. He defines cultural trauma as the culturally defined and interpreted shock to the cultural tissue of a society, and presents a model of the traumatic sequence, describing typical conditions under which cultural trauma emerges and evolves. Drawing on the work of Robert K. (...) Merton on anomie, and of Anthony Giddens on risk, he suggests a number of typical strategies by which societies cope with cultural traumas. Cultural trauma is treated as a link in the ongoing chain of social changes; depending on the number of concrete circumstances, cultural trauma may be a phase in the constructive morphogenesis of culture or in the destructive cycle of cultural decay. (shrink)