A norm entrepreneur is someone interested in changing social norms. Cass Sunstein coined the term in his 1996 paper Social Norms and Social Roles. He notes there that existing social conditions can frequently be more fragile than is typically supposed as they depend on social norms to which many may not be strongly allied. Sunstein identifies a category of people, who he calls norm entrepreneurs, who are interested in changing social norms. If they are successful in their endeavors they can produce what he calls norm bandwagons and norm cascades which lead to substantial changes in social norms.
- Sunstein, Cass R. (1996) Social Norms and Social Roles, Columbia Law Review, Vol. 96, No. 4, May, pp. 903-968