Unity is strength. But sometimes it can generate business too. In an increasingly digitalised market, the Ligurian platform Fair to Share presents itself as a kind of bridge between artisans and young talents, betting on the value of human relationships and proximity. The goal is to offer professional consultancy and operational support to small businesses, breaking down barriers related to budget.

A "social hub" that connects distant worlds

Promoted as part of the European project HUB-IN – Hubs of Innovation and Entrepreneurship for the Transformation of Historic Urban Areas, funded by the Horizon 2020 programme, Fair to Share is led by Social Hub Genova and aims to create a complete support ecosystem for local commerce, freelancers, handmade goods and made in Italy products.

It is neither a traditional communications agency nor a simple marketplace. Fair to Share is a community and a platform, a "social hub" that connects two often distant worlds: on one side, small entrepreneurs and artisans who possess know-how but struggle to keep up with digital promotion; on the other, young freelancers and professionals looking for opportunities to showcase their talent.

The three pillars of Fair to Share: store, training and network

In this way, the tradition of "handmade" meets the innovative vision of Generation Z, demonstrating that the sustainability of a local business can draw new strength from the sharing of skills. From marketing to communications, through to consultancy or brand restyling, Fair to Share offers multiple services to small businesses, tailored to their needs and budgets that are often incompatible with the demands of major market players, creating a virtuous cycle of work for young local professionals.

The project rests on three pillars. The first is a shared store, a physical space where artisans can display and sell their work, overcoming the prohibitive costs of an individual lease. The second concerns an academy, with tailored training programmes (social media, business management, innovation) designed for those who lack the time or resources for full-scale courses. There is also the theme of networking, through a web of contacts that transforms consultancy into a peer-to-peer collaboration. Through "bespoke" marketing, the great challenge that Fair to Share intends to win is that of accessibility.