Background: Family firms represent the most common form of organisation globally. However, integrating sustainability in practices in these firms is complex, particularly when navigating institutional pressures and intergenerational dynamics. The maritime industry, a highly regulated is a compelling context to explore how a family firm’s younger generation influences sustainability orientation.

Purpose: This study explores how the younger generation of the family firm influences sustainability orientation. It is specifically interpreting this through the lens of institutional theory. The study aims to fill the gap existing in the current literature regarding sustainability practices and generational impact in family firms.

Method: The study adopted a qualitative, single-case approach, using semi-structured interviews with multiple participants of the family firm. The case company is a Norwegian shipping company in the maritime industry.

Conclusion: Findings reveal that the younger generation plays a crucial role as institutional brokers in translating normative pressures into organisational practice. They do this by leveraging education, experience and translating normative pressures. This study contributes to institutional and family business theory by highlighting the microfoundational role of the younger generation in implementing sustainability orientation.