The present proposal aims to reflect on the meaning and the scale of the European Pillar of Social Rights (EPSR), approved in 2017, in light of the correlative Action plan released by the European Commission in 2021. The two initiatives mark a strong commitment at the EU level in support of national social policies to address the recent socio-economic crisis and open the possibility of a shared system of competencies and responsibilities between the EU institutions and the national and local authorities, also strengthening the Union sphere of action, recognized by the Treaties, in the social domain. This process may result in a reduction of the fragmentation of the socioeconomic structures among Member States, favoring equality among EU citizens, and improving the quality of the social protection systems across Europe. Such an innovative approach requires a focus on what challenges, obstacles, and limits it meets, what operational devices have been outspread so far, and what consequences in the national public policies can be reasonably expected.

The aim of the study is to analyze the effect of the participation in Junior Enterprises on the attitude and intentions of higher education students, with a specific focus on ESG and diversity management practices. Junior Enterprises (JE) emerged in the 1980s and are non-profit organizations participated by university students with the aim to simulate the actual business environment fostering the entrepreneurial competences of their members (Katz, 2003; Blenker et al., 2012). They represent an emerging reality not yet completely investigated (Salati et al., 2022; Sansone et al., 2021) and this study wants to fill such gap providing empirical evidences for what concerns their commitment in ensuring equality. After an analysis of state of the art of Junior Enterprises phenomenon at the national level, the Italian case will be analyzed to retrace the main values and priorities characterizing these organizations. More in depth, the intent is to understand the potential contribution of Junior Enterprises in order to train professionals able to act toward ESG criteria (Lazaro et al., 2023) and to welcome and promote diversity. ESG investing consists of a set of criteria used by socially conscious investors to select interesting investments, while the promotion of diversity regards any kind of project or initiative aimed to erase discrimination (in all its manifestation). The practical implications related to the study regard a way to rethink the development of the entrepreneurial behaviour among students, focusing on the crucial role of informal entrepreneurial learning activities.

Background

According to the EU White Paper on Sport (COM, 2007), both public and private organisations should contribute in promoting sport activities for all. An important reason is seen, among the others (e.g. health, education, volunteerism), in the potential of sport for social inclusion, integration and equal opportunities (COM, 2007). Indeed, there is not such a field in which categories are made for enhancing capabilities rather than ghettoizing differences (e.g.: male/female; disabled/able bodies, juniors/masters). The investigation of sport as inclusive factor and the difficulties in its implementation are not a novelty (e.g.: Bailey, 2005; Holt, 2008; Kelly, 2011) as well as the risk of violence connected to supporters watching rather than playing sport (e.g.: Matthews and Channon, 2017; Young, 2019).

A not fully investigated aspect regards the role of athletes as ambassadors of positive and inclusive messages, developed in co-production schemes within social inclusive public campaigns. This can be possible thanks to the role covered by athletes as brands (Arai et al., 2014). A new frontier is represented by the role that social media can offer, in these field, as vehicles of positive messages towards athletes’ followers, especially for those athletes who have extraordinary stories of resilience to share.

Starting from the above considerations this paper intends to investigate if and how inspirational stories promoted by athletes as ambassadors can push people to reconsider their beliefs on aspects such as disability, social inclusion, ethnicity, etc., thus looking beyond physical or mental limitations. In synthesis we want to answer the following question: can athletes be ambassadors of public social campaigns towards their followers? Which are the basic elements to consider in planning such a public campaign?

Design/methodology

We decided to use Ninjalitics, a tool for analyzing Instagram profiles. In particular we used it to calculate the average engagement rate of each profile, as well as that on an individual published post. We selected some Italian Athletes: the most followed and/or athletes (especially paralympic ones) known for their stories of resilience and/or social redemption. We examined their posts in the previous three months to examine the overall growth of the profile but specially to investigate the effectiveness of positive storytelling and/or sharing of social messages. The aim was indeed to understand whether these athletes were able to effectively adapt their message to the expectations of their audience. We then re-analyzed our data under the lens of the Social Role Theory, looking at how someone can act as driven by his/her role as recognized by the society as result of socially shared patterns of expectations for behavior (Diekman, and Eagly, 2000; Eagly and Karau, 2002).

Results/findings

Being at a preliminary stage, the study has the great limit of being based on a small number of analysed athletes and posts. Another important limit regards the fact that it is now limited to Italian athletes. It anyway presents some interesting results also if showing a paradox.

On one hand our study demonstrates that athletes can be ambassadors of public social campaigns towards their followers. Public authorities could develop with them, sensitization campaigns in a co-production scheme to tackle prejudices. On the other hand, in line with the Social Role Theory, their communication seems to be driven by a kind of gender differentiation. Male athletes are driven to send messages of strength and resilience, while female athletes to show sensitivity and empathy. In synthesis It seems they can tackle several discriminations but not gender ones, thus confirming the barriers present in the development of athlete brand by female athletes (Burton, 2015; Bennett and Brison, 2018).