Abstract: The transition to a post-growth society requires social learning at massive scale. In that regard, grassroots initiatives are largely understood as expressions of learning and empowerment processes of consumer citizens. Our purpose is to understand what drives individuals to set up grassroots initiatives? What skills and capacities are required? In how far did they evaluate the initiative as success? Which learning experiences are considered essential? What is needed to scale the movement up and what is needed to contribute to the great transformation? Semi-structured qualitative interviews with co-founders of 3 different grassroots initiatives (Carrot Mob, Community Supported Agriculture and Food-Sharing) were conducted to explore several concepts such as worldviews, visions and capabilities, social learning at personal level and group level, self-efficacy at personal level and at group level and societal conditions for up scaling. Conclusions are drawn with respect to current multi-level approaches.