“…The literature on (dedicated) innovation systems (Pyka, 2017;Urmetzer & Pyka, 2021) acknowledges that (transformative) innovation processes involve multiple interconnected agents (Loorbach et al, 2020;Schlaile et al, 2017). Similarly, the social connection model of shared responsibility (Young, 2006) argues that corporations, consumers, and other actors within economic systems (e.g., investors, lobbyists, policymakers, media, and other actors in the public sphere; see also Srnka & Schweitzer, 2000) share the power to influence unjust and unsustainable structures (e.g., Barnett et al, 2011;Schmidt, 2016Schmidt, , 2017Schmidt, , 2020Tempels et al, 2017Tempels et al, , 2020Young, 2006). It is important to stress that the social connection model is a prospective concept of shared responsibility, thus focusing on future-oriented capacities of actors for changing a system for the better (Schmidt, 2016;Young, 2006).…”