A Values-Complementarity Model of Social Movement Influence on Entrepreneurship

Social movements have long held noteworthy effects on organizations and industries by deliberately seeking to alter firms’ actions to align with the movements’ values. In the present research, we examine the possibility of nondeliberative effects of social movements on entrepreneurial activities. We posit that social movements elevate values that enhance market conditions and encourage entrepreneurship in unexpected ways. We examine this values-complementarity process in the context of the 2011 Occupy Wall Street movement. Although the movement intended to delegitimize large corporations, we find evidence that it also had the complementary effect of increasing small-scale, people-centered, and community-oriented values. As such, this enhanced congruent forms of entrepreneurship. We find consistent effects of Occupy on startup growth across a range of industries. Moreover, using brewing as an illustrative setting, we identify distinctive emergent themes confirming the shift and alignment of microbreweries toward stronger community values after Occupy protests. We discuss implications for the social movement and organization literatures.