A survey of around 900 tourism enterprises in 57 European protected areas shows that small firms are more involved in taking responsibility for being sustainable than previously expected, including eco-savings related operational practices but also reporting a wide range of social and economic responsibility actions. TwoStep cluster analysis was used to group the firms on three groups based on their motivations to be sustainable. Competitiveness driven firms practice fewer eco-savings activities and are commercially oriented. Legitimization driven firms respond to their perceived stakeholder pressure and report a broad spectrum of activities that are harder to quantify.Lifestyle and value driven firms report the greater number of environmental, social and economic activities. No profile has a higher business performance than average, but lifestyle businesses are more satisfied with their economic performance. The study has implications for policy programmes promoting sustainability behaviour change based primarily on a business case argument.

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Jamie Oliver’s celebrity image has undergone various transformations since his debut as ‘the naked chef’. In this article, we focus on his recent series, Jamie’s Ministry of Food, locating it within debates about lifestyle television, class and neoliberalism. We identify a shift in his image from lifestyle expert to moral entrepreneur, involved with a range of social enterprises. We examine the show’s textual strategies, highlighting similarities with earlier forms of social exploration and contemporary depictions of the working class. We conclude with a consideration of how the show resonates with an emergent discourse that represents Britain as a broken society in need of political and social ‘healing’. In the show, representations of fast food, obese bodies, sink estates and poverty of aspiration delineated a general crisis demanding direct action by an inspirational figure. In this way, the show legitimated Jamie’s new role as a moral and social entrepreneur.