Intergenerationally just sustainability transitions: The role of alternative entrepreneurship in shaping mnemonic communities for future generations

This conceptual paper explores how social innovation contributes to just sustainability transitions, from the perspective of future generations. We adhere to the broader understanding of social innovation which entails organizing in ways that differ from dominant archetypal organizational arrangements that marginalize future generations. As such, we discuss forms of alternative entrepreneurship (i.e., sustainable, social and/or community-based) that deliver market-based activities committed to advancing the interests and the wellbeing of future generations. Future generations are timeless entities with characteristics that transcend temporal contexts, shaping social realities beyond existing conceptions of identity and time. They influence the social context of individuals and provide meaning to both present and future transgenerational social actions. Accordingly, we investigate the benefits that alternative entrepreneurship can gain from conceptual approaches that transcend socially constructed temporal contexts shaped by prevailing social norms. In our discussion we build on the inter-temporal characteristics that are inherent to the idea of a Transgenerational Mnemonic Community (TMC). By focusing on the assumed interests and wellbeing of future generations-which are essential for creating a sustainable and just future for business and society-our paper highlights the importance of mnemonics and intergenerational justice for conceptualizing alternative entrepreneurship.