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PurposeThe purpose of this paper is to establish the role of micro‐businesses in providing a sustainable business and community environment, and to share the perceptions of micro‐business operators about the support they need to survive and be successful.Design/methodology/approachAn examination of literature regarding survival and available support for small businesses is followed by results from a New Zealand‐based empirical study of micro‐business operators.FindingsMicro‐businesses are the dominant form of business organisation and have an important role in maintaining a stable and sustainable global environment. Although such businesses owners tend not to have a formal education in business or engage with external support agencies, they need support from community‐based networks. These networks could reduce the sense of isolation, whilst at the same time providing an opportunity for sharing experiences, in particular about problems encountered.Research limitations/implicationsImplications for other jurisdictions may be limited as micro‐business operators in New Zealand are relatively highly educated and the sample numbers are small (19 in‐depth interviews and 91 questionnaire respondents).Practical implicationsThere is a need for psychological support for micro‐business operators. Actions taken to increase their probability of survival and success are likely to enhance their interest in other aspects of the environment.Originality/valueThis paper helps to fill a gap in the small business literature on the behaviour and perceptions of micro‐business operators. The paper presents original research on the psychological aspects that impinge on the business activities through surveys of micro‐business operators.