This article discusses microlevel actions undertaken by owner‐managers, and how such actions affect stakeholders in enhancing the sustainability of small and medium enterprises (SMEs), the knowledge on which is lacking in the extant literature. The paper, by adopting an inductive analytical approach, draws key insights from the literature on microfoundations and sustainability and evidence from representatives of 5 Cultural and Creative Industry SMEs in Italy and of 5 in the United Kingdom. The findings suggest that owner‐managers play a crucial role when engaging in sustainability activities jointly with employees and other stakeholders, through which individual‐level actions enhance collective organizational‐level sustainability practices. The U.K. and Italian cases highlight 2 contrasting approaches to dealing with sustainability; thus, the paper contributes to the emerging literature on SME microfoundations and sustainability.