Problematization: Family firms in Sweden play a vital role in the labor force, reflecting their extensive presence and essential role in the economy. Central to every family firm are its guiding values, shared among family members engaged in its activities. Driven by a commitment to their local communities and a sense of social responsibility, family firms actively pursue social initiatives. However, there is a recognized imperative for additional research to investigate micro-level aspects and enhance the comprehension of the Socioemotional Wealth (SEW) model.

Purpose: The research aims to establish a conceptual framework for investigation of the interconnection between family firms and social initiatives. The primary objective is to explore how family values are embedded in the decision-making process concerning social initiatives within the local community.

Method: An exploratory multiple case study design was employed, utilizing a qualitative approach. Data were collected through semi-structured interviews with family members actively involved in the decision-making process regarding social initiatives and their subsequent implementation.

Main results: Family values guide decisions related to social initiatives within family firms, driven by centralized ownership, while the business values of firms are influenced by the values upheld by family owners. Consequently, the decision-making process is influenced by the personal interests of family members, hence the essence of fostering community togetherness. The findings underscored an informal decision-making process across various industries,wherein decisions are guided by the personal interests of family members in pursuing social initiatives within the local community.