Running head SOCIAL BEHAVIOR EVOLUTION AND ARISING OPPORTUNITIES .docx

Running head: SOCIAL BEHAVIOR EVOLUTION AND
ARISING OPPORTUNITIES 1
SOCIAL BEHAVIOR EVOLUTION AND ARISING
OPPORTUNITIES 21
The Evolution of Social Behavior and Opportunities That Arise
y
CA499
Prof
12014
Abstract
Social evolution is inherent to human society since man is
constantly interacting with technological, economic,
demographic, and social forces. These changes do not follow a
specific channel, but the result is creation of new social needs
and wants. “Public good capitalism” dictates that though
businesses emerge to make profit, they also need to meet a

social need. The sexual revolution, the women rights activism,
and the gay and lesbian rights movements agitated for rights
equality, but they also created social vacuums, ergo creating
business opportunities for entrepreneurs. Nonetheless, each
social evolution creates unique needs and wants, meaning
business opportunities are not uniform for all social changes.
The Evolution of Social Behavior and Opportunities That Arise
A defining feature of mankind is the ability to organize, and
socialize with the immediate environment, which can either be
the natural environment, social groups and organizations. While
this feature largely relates to man’s propensity to make the best
of most situations, such as living communally to offer greater
protection to society members; it also relates to the innate
nature of man’s curiosity. Yeats and Yeats (2007) observe that
curiosity in man fuels the need to learn, and investigate, and can
only be satisfied “. . . behaviorally through exploration”, and
this in turn helps man attain goals and make decisions (p. 118).
This also implies that man acts in specific ways due to the
curiosity aroused within, and this leads to change in behavior
over time, since man is always exploring new possibilities and
ideas.
However, more than act out of the simple drive to quench

curiosity, individuals in society also act due to other motives.
Whitworth and Whitworth (2010) point out that man in society
acts out of self and social interests, in both the natural and
social world. Therefore, when an individual starts a business,
the aim is to make profit, but at the same time, meet a social
need. This is the reason in the first civilized nations, individuals
decided to cooperate so that fighting enemies and securing food
could be easier; thus in this instance, man cooperates with other
people, in order to meet the selfish motive of self preservation.
Whitworth and Whitworth (2010) add that human evolution
paralleled social and technical evolutions, and is the reason man
started living communally; social evolution dictated that
forceful taking of items from other people was wrong, hence the
commencement of simple trade.
Over millennia, social behavior has evolved, causing changes in
social structures and paradigms. This is because individuals in
society, who make up social structures and adhere to societal
paradigms, primarily drive changes in social behavior. This is a
premise Ross (2012) supports, stating that although
explanations of social changes are en masse; the actions of the
individual members of society are what explain the root cause
of any social change or evolution. In addition, Ross (2012)
argues that social evolution leads to increased individualism,
which in turn spurs further change in social behavior and
subsequent social evolution. This is the reason changes in social
behavior have led to opportunities for companies and
organizations because social evolution imply that new needs and
wants are created by the change in behavior of all or part of
society members. Thus, “public good capitalism” emerges to
cater for the new needs brought on by changes in social
behavior (Whitworth & Whitworth, 2010). Social behavior in
man has been evolving in tandem with technical and
organizational changes in society. This has led to societal wide
changes in social behavior; and created new opportunities for
businesses to fill gaps left by these changes; and therefore, the
evolution of social behavior has over time been giving

entrepreneur’s new opportunities.
Factors Affecting Social Behaviors
Social behaviors have been evolving for as long as man
has been around. This is because changes in living conditions
and the environment dictate that man adapts in order to
optimize their chances of survival (Boesch, 2012). For instance,
in the first civilizations; societies had to discover the “golden
rule” of not pillaging each other in order to live peacefully, and
instead chose to trade what they had with what they needed
(Whitworth & Whitworth, 2010). This meant that individuals in
society could live in harmony, leading to tighter bonds between
members of the same community, and increasing the odds of
survival. Boesch (2012) also supports this outlook citing an
experiment on chimpanzees and human beings that showed both
mammals usually changed their social behavior in order to solve
problems, and care for weaker members of a social group.
Therefore, the external environment is a great motivation for
human beings to change behavior in order to maximize their
chances of survival. Nelson (2006) adds to this premise, arguing
that social evolution resides in culture itself “. . . as a body of
practice, beliefs, values, and norms, that are broadly shared
within a society” (p. 504). So, the direct interactions of human
beings, their environemt, as well as cultural compomnents of
society contribute to social evolution.
Apart from changing behavior in order to survive in the
external environment, technological changes in the environment
also lead to change in social behavior. The main reason for this
is that exposing an individual to a new way of doing the same
thing, implies that interaction with the process changes, leading
to a change in behavior. This is an outlook Duckworth (2009)
clearly states arguing that:
Behavior is thought to primarily drive evolutionary change
because a change in behavior that results in a switch to a new
environment or new way of interacting with the environment
exposes organisms to novel selection pressures resulting in
evolution of . . . life history and physiology. (p. 14).

Thus, implying that introduction of a new technology, gives
individuals more choice on how to interact with the
environment, and in extension other people because the
technology has created a new social paradigm. This is a premise
Greenwood and Guner (2010) buttress stating that social
evolution relates to technological changes in society, which
affect the production and consumption abilities; which create an
incentive to individuals not to abide by social mores and
customs. So, when people start changing their behavior in order
to take advantage of new opportunities, societal wide changes
emerge, leading to a social evolution (Greenwood & Guner,
2010). For instance, the development of the contraceptive pill
in the sixties, led to the sexual revolution because attitudes on
sex and the fear of getting pregnant changed since, a new
technology (the pill) had shattered any fears of sexual activity
before marriage (Greenwood & Guner, 2010).
Finally, an explanation of the evolution of social behavior is in
cooperation in joint enterprises in society. De Silva et al. (2010)
states that in cooperation in joint enterprises, individuals often
act selfishly, looking to reap more than they put in such
situations. This is because individuals try to make sure that they
use as little personal resources as possible, yet gain as much as
possible from the rest of society. However, in case participation
in the joint enterprise is voluntary, participants will often join
in even when altruism, where other people reap all benefits of a
contribution, is strong (De Silva et al., 2010). Therefore, in the
case of social change, such as the fight for racial equality, only
a few individuals drive the evolution, because the social order
of the day resists the sought after change and sanctions such as
jail may be in the offing. Society members may also not join the
movement if asked to, but if society members see the benefits
inherent in the social change, then they are likely to participate
in the social change, even though they personally may not live
to see the benefits of the same. Therefore, the reasons why
social evolutions take place are many and varied, ranging from
technological and environmental changes, to innate factors in

human beings such as the desire to create a better society.
The Revolution of Social Evolution
Social evolution in societies takes place over a long
period. This is because though measured at a societal level,
social evolution propagates through individuals in society. A
premise Ross (2012) concurs with noting that “. . . actions of
collectives must ultimately decompose into, and this be
explained by reference to, actions of their individual members”
(p. 3). Nevertheless, in order for social evolution to take place,
there has to be a tipping point; a revolution that triggers the
start of the social evolution. Rousseau (2006) argues that while
specific historical changes are hard to predict, the major
triggers of social change fall into four variables: technological,
environmental, economic, and demographic.
To illustrate these variables Rousseau (2006) offers an example
of a primitive society that is undergoing growth, in order to
survive, the society forms a language so that communication
becomes easier, and this can help that particular society survive
since members of that society can communicate and direct each
other to food, and warn each other on danger. Again, to
illustrate the variable of environment, Wasielesk and Hayibor
(2009) explain that in the establishment of organizations, values
such as altruism, reciprocity and social exchange emerge
because in the specific environment of the business
organization, these values are important in helping the business
survive. Finally, to illustrate the variable of technology, Cohen
(2012) argues that when the contraceptive pill was developed in
the sixties, sexual attitudes and behavior in society changed
because the risk inherent in sexual intercourse; pregnancy, was
removed and this liberated sexual activity to the masses; the
married and unmarried who did not now face the risk of
pregnancy. Thus, specific changes in social behavior emerge
due to the need to adapt to new conditions of life, and these
changes only begin with a trigger; a revolution that signals the
start of a social evolution.
Evolutions in Social Behavior

Over the years, there have been major evolutions in social
behavior in human society. These changes have either affected
the whole society, or a part of society, and this is what has
determined how fast adoption of changes in social behavior
takes place. A number of factors have driven social evolutions
over the years, and the speed at which the evolution has taken
place has been determined by the technology of the era. This
therefore, means that as technology progressed, social
evolutions took place much faster, and adopted by the public at
a slightly faster pace than the evolution preceding it.
The Sexual Revolution
The sexual revolution was one of the major social changes
in society in the Twentieth century. This revolution challenged
traditional outlooks of sex, interpersonal relationships, and
sexual behavior and attitudes (Smith, 1990). The desire by
women to break the chains of male dominance and servitude in
social and sexual matters, and the development of new
technology fueled the revolution. According to Cohen (2012),
before the advent of the contraceptive pill, unmarried women
had little say when it came to sex, because sexual intercourse
carried the risk of pregnancy, which in turn could lead to unsafe
illegal abortions, forced marriages and single motherhood;
choices that society greatly frowned upon. Therefore, the
invention of the contraceptive pill meant that erstwhile sexual
mores were no longer valid because the risk inherent in sexual
intercourse; pregnancy was removed. In addition, by having the
power to engage in premarital sex, the sexual revolution driven
by the development of the contraceptive pill meant that women
had greater control over their lives, since they could delay
marriage and having children. In fact, Cohen (2012) observes
that the sexual revolution enhanced economic power among
women, because delayed marriage and procreation meant that
women could pursue their careers and other economic activities
wholly. This meant that women became breadwinners, and
competed on an almost level footing with men in the labor
market.

Today, sexual activity and attitudes towards sex are more
open than ever before. Sexual debut among teenagers and young
people has considerably lowered, and more young people are
having premarital sex than ever before. Greenwood and Guner
(2010) point out that in 2002, around 75% of all teenagers had
experienced premarital sex, compared to around 6% in 1900,
mainly because sexual desire among women is no longer
contained within the confines of marriage. In addition, this care
free attitude towards sex has also led to serious social
outcomes. Malhotra (2008) observes that today, 19 million
Sexually Transmitted Illnesses (STIs) occur yearly, with half of
the cases occurring in young people aged 15 and 24. In addition,
early sexual debut also leads to the inability to form healthy
long term relationships and altered self esteem (Malhotra,
2008). Therefore, the sexual revolution not only freed women
from the chains of male dominance, it also led to increased
economic independence and forever changed the standards and
attitudes that society applies to sex.
Women Rights Activism
The women rights activism was one of the most important
social evolutions to man because it affected women from all
walks of life, and from all over the world. In addition, the
women rights activist movement is considered an important
social evolution because more than agitate for the social,
economic, and political rights of women, it also aided the rest
of society in eliminating injustices in social, economic, and
political spheres for all (Alonso, 1993). This is because
attainment of rights by women could only be through change of
policies so that all human beings could have equal rights. The
women rights movement did not originate at a single point in
time, rather it was a movement that started spontaneously by
women from various spheres of life. Alonso (1993) observes
that the women rights movement originated from churches,
women clubs all over the country and other social movements
such as the abolitionist movement in the nineteenth century. All
these origins had a different agenda, but the common thread that

linked them, and which ultimately led to the women rights
movement was that they were all fighting for the equality of
women in society. Nevertheless, the basis of the women rights
movement was the blatant inequalities between men and women
and society, and the lack of opportunity for women.
Hawkesworth (2006) argues that issues such as coerced
contraception, malnutrition, forced sterilization, unwanted
sexual relations, violence at home, and poor maternal and child
care were major triggers in the development of the women
rights movement. Additionally, denial of rights to own property,
gain custody of children, and even vote were also major triggers
in the development of the women rights movement.
The women rights activism was a significant social evolution
because it was a social change that not only led to society
ceding rights to women, but also aided in the creation of a
nation where all members are equal. Specifically, the women
rights movement was key in agitating for the abolition of
slavery. Alonso (1993) shows that as early as 1832, Elizabeth
Chandler a women rights crusader was stating that slavery
should end and women could help by standing for other women
in enslavement. Furthermore, a number of women rights
activists compared slavery to life as a woman because both were
“. . . kept in subjection by physical; force” and considered more
like property than human beings (Alonso, 1993, p. 32).
Therefore, women rights activism helped push along the
abolition of slavery and realization of equal rights for all.
Nonetheless, although the women rights movement are traceable
to the nineteenth century, it is still ongoing as women continue
for equality in all spheres of life, including education, and
employment opportunities. For example, the fight to have the
contraceptive available to all women regardless of marriage
status relates to the women rights movement because it was a
fight to give women control over their lives and sexuality. In
addition, gender based affirmative actions also related to the
women rights movement because it entails the struggle to have
equal representation for women in education, employment, and

opportunities in life.
Racial and Civil Rights Movement
Racial inequality and race have been important elements in the
creation of the American nation. This is because the nation was
built on the premise of political and religious freedom, as well
as economic liberty. However, below the America dream, the
nation was built on the shoulders of inequality, oppression,
slavery and denial of fundamental freedoms based on race
(Wright & Rogers, 2011). Today, minorities in the United States
lag in virtually all areas of social life, likely to be poor than
whites, earn 40% less than whites, get inferior education, live in
poorer neighborhoods and generally have lower quality of life
(Bonilla-Silva, 2013). This situation is made more glaring when
most people in the United States claim that they are not racists,
and neither do they condone it (Bonilla-Silva, 2013). Therefore,
although the American society is one of the most democratic
espousing values such as freedom and equality, it is still
engaged in a fight with an unseen enemy: racism. Racism links
to slavery on the premise that slave owners had to look for
reasons as to why slaves could not be free. Thompson (2003) in
a critical paper on racism states that the main slaves were
though of as dim witted, and incapable of being let to live on
the mercy of their limited mental capacity; therefore, it was
necessary that that are enslaved to prolong their lives. It was for
this reason, and more stereotypes that fueled the need for the
racial evolution.
The drive of the racial evolution was the desire to have equal
rights for all men regardless of race, gender, or social standing.
In fact, this evolution is fundamental in today’s society because
it espouses the most basic human right; freedom and as such
other social evolutions like the gays and lesbians movements
have staked their foundation on this evolution. Wright and
Rogers (2011) explains the accomplishment of racial evolution
was through the civil rights movement, abolition of legal
segregation laws and statutes, and continuous breaking down of
economic and cultural supports of racism. An example of the

laws demolished during the racial evolution was the court case
Brown vs. Board of Education, where the United States
Supreme Court rules that segregating school children on the
basis of race was tantamount to inequality and hence
unconstitutional (Warren, 1954).
Nonetheless, the fight for racial equality has been a long
struggle, and one that has reaped benefits because today,
although inequalities still exist in income, housing, education
and access to credit between whites and minority groups, these
gaps have reduced compared to the fifties. In addition, gains in
the political sphere have also been monumental, as illustrated
by the election of a black president (Wright & Rogers, 2011).
The Fight for Gay and Lesbian Rights
Today, public opinions concerning the rights of gay lesbian
rights are multifaceted; because of the public debate on whether
these rights are moral or good for the family (Wittkopf, 2004).
This means that gays and lesbians have support in some part by
the public, but face castigation for their sexual orientation on
the other end. Ferry (2013) explains that the main aim of
lesbian and gay organizations is in essence to have basic equal
rights, similar to those share by the larger, normative society
made of heterosexuals. This is the reason today, most gay and
lesbian organization argue that “we’re just like you,” in an
effort to make the rest of society understand that they are no
different from them (Ferry, 2013, p. 105).
However, the fight for gay and lesbian rights is an uphill task
because more than facing opposition from part of the public,
they also face opposition from a number of religions as well as
the conservative wings of government. For instance, Herek,
Chopp and Strohl (2007) point out that most Christian
denominations vilify gay and lesbianism and most force gay and
lesbian members “. . . to remain invisible although their sexual
orientation is open secret to the full congregation” (p. 50). In
addition, most states in the United States do not allow sex
marriages, as well as adoption of children by same sex partners
(Herek et al., 2007).

The black civil rights movement and the women’s liberation
movement marked by the sexual revolution of the sixties fueled
the development of the gay and lesbian rights movement.
Therefore, the gay and lesbian movement developed along the
same lines as these movements even using some of their tactics
such as civil disobedience and protest. In addition, the gay and
lesbian movement tried to appeal to the American public that it
was agitating for freedom, a concept most Americans, who were
enjoying a liberalized sexual outlook, at the time supported
(Johnson, 2009).
It is also the premise of freedom and personal rights that makes
the fight for gay and lesbian rights a landmark social evolution.
This is because sexual orientation is a private matter, and the
right to have any sexual orientation is personal choice.
Therefore, if society cedes the fight for gay and lesbian rights,
then human society will have passed a milestone in human
sociology and the perception of rights in society. Chasin (2001)
affirms this point by arguing that the fight for gay and lesbian
rights is a fight for identity, and identity relates to liberalism,
which often seeks to “. . . insulate public-or- political matters
from private matters”, and it is the state that often fixes the
insulation (p. 16). So, by attaining the rights for gays and
lesbians worldwide, the society will have passed the threshold
where the state is supreme to the rights and identity of the
individual. Nonetheless, this outlook is yet to come, because
support for gays and lesbians rights is partial, and laws to
protect this group minimal. In addition, gays and lesbians
continue to face stigmatization, and face sexual prejudice from
the rest of society.
Technological Evolution
The current age is widely regarded as the information age
and with good reason. Today, 85% of homes in America have
multichannel TV, two thirds can access the internet, and another
two thirds use wireless carriers for communicating, with the rest

relying on landlines (Lin & Atkin, 2009). This means that at any
given time, information is always flowing from person to
person. Furthermore, the advent of social media has heralded a
new age of communicating and interacting. Ellison (2007)
explains that social networking sites such as Facebook and
MySpace have changed social interaction because now people
who would not have met physically are doing so through latent
ties, probably between mutual friends, the commonality of
location, or even past. When compared to the past when
communication was through the telegraph, a landline phone, and
entertainment was usually a single TV channel, today’s
generation has grown a mile apart from erstwhile generations.
Tapscott (2008) argues that the net generation (N-
Generation), aged between 0 and 20 years are technologically
savvy than any other age group. They are smart, focused,
curious, and high in self esteem and offer the greatest cultural
challenge to baby boomers through their use of technology
(Tapscott, 2008). This generation can access information at the
click of a button, and the invention of devices such as the
Smartphone has ensured that information sharing is fast and
easy. In addition, the net generation considers the internet an
integral part of their lives, and it is for this reason that a
generation gap has come up.
Evolution of Social Behavior and Opportunities That Arise
Social change not only affects behavior, it also has the
capacity to affect social structures, organizations and create
new opportunities for entrepreneurs, and or individuals in
society. This is because social changes in society do not occur
in isolation, since man perpetuates them, and they affect man.
For instance, Hauert (2006) argues that in structured societies,
individuals often specialize and diversify spontaneously into
individuals who invest either little or a lot into society. This
therefore, implies that in case of a social change, then
individuals in society either work towards building society via
the new change or ignore the change, so that “. . . homogeneous
populations with uniform investment levels” becomes the

exception rather than the norm (Hauert, 2006, p. 332). For
instance, the adoption of technology has led individuals to
invest a lot in society because technology is the future, and
almost everyone has adopted it. Ross (2012) also supports this
argument stating that although measurement of social changes is
communal, it is by examining the individual that the cause and
effect of a change comes out clearly.
In addition, because social changes create gaps in society,
businesses, which serve the public good, but still aim for profit;
fill the void left by the changes (Whitworth & Whitworth,
2010). Bergman (2002) lends credibility to this argument
pointing out that Darwin’s theory of survival promoted
capitalism, which is individualistic in nature and where
exploitative economics is the norm. Thus, weaker businesses
and social structures give way to stronger ones, and changes in
society create opportunities, best exploited by businesses with
the ability to do so. It is for this reason that social evolution,
more than create behavior change, and change social structures,
such as creation of an equal society through the abolition of
slavery, gender discrimination, and racism; has created
economic opportunities for entrepreneurs.
Sexual Revolution and Arising Business Opportunities
According to Smith (1990) the sexual revolution primarily
dealt with changing traditional attitudes towards sex, sexual
behaviors, and interpersonal relationships. The development of
the contraceptive pill jump started the revolution, and it meant
that women more than ever had control over their sexuality,
could determine when to get married, and when to get children
(Cohen, 2012) Therefore, women could pursue careers, and join
the labor market, and this created a new economic class, one
which entrepreneurs took advantage of.
To start with, women started dressing differently,
predominantly in short stylish skirts, heels, and using makeup.
In addition, discos sprouted all over the country as a response to
the new awakened sexuality among both genders. For instance,
McGill (1980) points out that discos were responses to the fact

that people were now aware of their sexuality, and the discos
offered a chance to creatively express this feeling in public.
Similarly, during the sexual revolution clothing took on the job
of showing off the sexual awakening among people. Again,
McGill (1980) observes that clothes were chosen because they
could be used to show sex appeal, impact people visually and
engage wearers in fantasy. Therefore, it is evident that due to
the sexual revolution, new gaps in society were created, and
entrepreneurs filled these gaps by creating businesses.
The Gay and Lesbian Rights Movement and Arising Business
Opportunities
The fight for gay and lesbian rights largely relates to the fight
for individual identity in the larger society. This is because the
fight for these rights is so that society looks upon the gay and
lesbian community as similar to the rest of society.
Nevertheless, similar to other social evolutions, the fight for
gay and lesbian rights has also created opportunities for
entrepreneurs primarily because of the refusal by mainstream
society to cede ground to the gay and lesbian community.
To illustrate this, Clendinen and Nagourney (2001) point
out that when the gay and lesbian evolution begun in the sixties,
social amenities to host gay couples were lacking, and as a
result, gay bars sprouted. Gay couples loved gay bars because
they offered shelter, freedom, romance, seduction, friendship,
and escape; however, since most bars were not officially
sanctioned, drinks were overpriced, and social interactions such
as hugging, kissing and holding hands limited (Clendinen &
Nagourney, 2001). However, today, gay bars have sprouted in
almost every city in the world, due to the fact that gays and
lesbians live in most societies, and these bars offer a safe haven
from a society yet to accept them wholly. As Wittkopf (2004)
observes, public opinion among gays is multifaceted with some
people supporting them, condemning them, or simply positively
attuned to their cause.
In addition, to the development of gay bars, the gay and
lesbian revolution has also led to additional opportunities for

entrepreneurs, largely explained by the rise of the consumer
economy marked by globalization, hyper segmentation and
hyper specialization (Chasin, 2001). Today, marketers and
producers have realized that a market for gays and lesbians
exists and this in turn has created business opportunities. For
instance, gay themed movies and Broadway productions target
gays and lesbians, while service organizations on the internet
like gay dating and chat rooms have also come up to meet the
unmet needs of gays and lesbians (Chasin, 2001). Ferry (2013)
also adds that marketers and businesses have recognized “. . .
the untapped gay and lesbian consumers that they can target to
increase revenues” (p. 110). And it is for this reason that
production and marketing of gay shows and products take place.
In addition, the media and marketers having noticed the ready
embracing of the consumerist culture by gays and lesbians are
repackaging queerness so that it resembles “. . . straight people,
only more fashionable and sassy” (Ferry, 2013, p. 110).
Women Rights Activism and Arising Business Opportunities
The women rights activism was concerned with the brazen
disregards of women rights in regards to that of men. It was also
concerned with attaining social, economic, and political rights
of women (Alonso, 1993). While the fight to attain equal rights
targeted women, it was instrumental in propelling other social
movements such as the sexual revolution and fight for racial
equity because it too, operated on the premise of attaining
personal rights. It is also for this reason, that the women rights
revolution created business opportunities for entrepreneurs.
When the women rights movement began, most women
were either stay at homes mums, or were waiting to be married
and raise families on their own. This was the expected route for
all women. However, when the women rights movement began,
women found out that there was more than family life, and when
the sexual revolution began, women finally had the chance to
delay marriage, explore sexual desires, and even decide when to
have children. The effect of this was that women could get
higher education, get employed, and even pursue careers. This

therefore means that a new market for products and services
arose, primarily made up of single women, with or without
children and with economic spending power.
Doepke, Tertilt and Voena (2012) assert this point, arguing that
in the past women could “. . . not own property or sign
contracts, they had no control over their own body, they could
not vote, they had no legal way to end a marriage” (p. 1).
However, grating of these rights meant, women could own
property, meaning that they had access to credit, opening up
more businesses for banks. In addition, due to the sexual
revolution, marketers, having recognized a new market, in lieu
of the modern liberated woman, who also had access to money,
again due to a liberated labor market, started targeting women.
Chaves (2011) affirms this, arguing that during the sexual
revolution, the economy shifted from a production based one, to
a consumption based economy where the concept of “. . .
pleasure, self gratification, and personal satisfaction” were
advocated for (p. 6). This meant that unlike in the past, where
women were partners of men, good only for staying at home; the
sexual revolution changed this perception, and women took on
an individual outlook, defined as individuals rather than
partners to their male counterparts. Thus, the sexual revolution
changed the concept of woman, from “. . . everyday life and
matrimony” to life defined by “. . . personal growth and
satisfaction based on individual preferences . . . the concepts of
life, liberty, and the pursuit of happiness” (Chaves, 2011, p.
70).
Conclusion
Social evolution in human society offers a unique premise to
study and determine the effects and outcomes of social changes
to organizations, societies, individuals, and businesses. This is
because as long as man exists, social changes will always form
a part of life, and since these changes take place within society,
their effects reverberate through all society. Triggers of social
change include current technology, environment, economy, and
demographic features, and understanding these trigger points in

history, can point out major social evolutions (Rousseau, 2006).
Nonetheless, a major outcome of social change is the resultant
gap in society marked by new needs and wants, non existent
before the social change, and the subsequent opportunities for
entrepreneurs.
Over time, the evolution of social behavior has been creating
new business opportunities for entrepreneurs, mainly because of
new social needs and wants. However, the new needs and wants
are not similar in all social evolutions, meaning that
entrepreneurs need to understand the evolution and its effects
before identifying business opportunities. Therefore, a further
area of research could be exploring the link between resultant
entrepreneurship to social change, and the effects that
entrepreneurship has to subsequent social evolutions.
This paper examines various social evolutions and resulting
business opportunities in an effort to determine the
entrepreneurial choices available. The sexual revolution of the
sixties led to a new mode of dressing, the popularization of
discotheques and the creation of a modern woman capable of
spending her own money. On the other hand, the women rights
movement increased the rights of women, making them equal in
the eyes of the law; creating opportunities in education and
employment. Finally, the gay and lesbian rights movements has
created new opportunities for business, since gay bars have
sprouted to cater to this social group that is yet to gain total
acceptance by mainstream society, and marketers and the media
have also cashed in on this social group, marketing them as fun
loving, fashionable and worldly.
In the past, social evolutions took time, because the technology
at the time hindered rapid communication, and because of the
novelty of social evolutions and movements. Nonetheless,
today, technology has literally made communication
instantaneous, implying that future social evolutions will take a
shorter period to mature. This in turn implies that resulting
social gaps will need fast filling, before the next social
evolution begins.

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