'War Stories': Morality, curiosity, enthusiasm and commitment as facilitators of SME owners' engagement in low carbon transitions

The 'urban' has emerged as a key site for policies to reduce greenhouse gasses in order to avoid dangerous climate change, especially given concerns at a lack of action at international and national levels. In cities, the private sector, especially SME owners, are key actors central to driving through emissions reduction at the level of the firm: yet they are often seen as laggards in emissions reduction. Drawing on data collected as a result of a recent Knowledge Exchange programme in Liverpool, UK, and on cultural and diverse economies perspectives, the paper argues that those SME owners can be effective change agents through their mobilisation of what they call 'war stories', through which they 'show and tell' other perhaps less convinced business people about the changes they have made.