Autori
De Angelis, Matteo
Amatulli, Cesare

Titolo
«Effetto Sinner», valori autentici, sostenibilità e Made in Italy: un nuovo modello per le PMI italiane
Periodico
Quaderni di ricerca sull'artigianato
Anno: 2025 - Volume: 101 - Fascicolo: 3 - Pagina iniziale: 275 - Pagina finale: 294

In a historical moment marked by rapid technological, social, and cultural transformations, the figure of Jannik Sinner has transcended the boundaries of sport to become a broader cultural reference point. Far from being merely an elite athlete, Sinner embodies a set of values – discipline, humility, coherence, emotional control, and sober communication – that resonate profoundly with the expectations of contemporary consumers and societies. Drawing on insights from the recent book "Effetto Sinner. Consumi responsabili e nuovo Made in Italy oltre lo sport" (Amatulli and De Angelis 2025), this paper explores how the «Sinner Effect» operates as a multidimensional catalyst capable of influencing consumer behavior, shaping perceptions of national identity, and offering new strategic models for Italian small and medium-sized enterprises (SMEs). The analysis is rooted in current marketing and consumer culture theory, which highlights the shift from functional evaluation of products to symbolic and moral interpretation of brands. Indeed, contemporary markets reward brands capable of conveying cultural meaning, integrity, and relational continuity. Sinner’s public image exemplifies these dynamics: his authenticity is not «manufactured» but perceived, and this generates trust, emotional attachment, and reputational strength. These characteristics are increasingly central in a context marked by digital disintermediation, widespread skepticism toward corporate communication, accelerating AI adoption, and heightened scrutiny of brand ethics. Italian SMEs, which constitute the backbone of the national economy, face challenges that are not merely competitive but cultural. They must respond to demands for transparency, sustainability, responsible innovation, verifiable quality, and credible storytelling. The «Sinner Effect» offers a strategic framework through which SMEs can reinterpret their identity and strengthen their competitive positioning. The paper introduces the SMASH model – Sustainability, Modernity, Affect, Sustainable Behavior, Humility – as a conceptual and operational tool helping firms translate values into coherent governance, communication, and product development practices. SMASH positions authenticity and humility not as soft traits but as «strategic drivers» of trust, differentiation, and long-term reputation. The paper further underlines how this paradigm can be applied across sectors central to the Made in Italy narrative – including fashion, food, wine, tourism, furniture, technology, cosmetics, craftsmanship, and industrial manufacturing. In each domain, the values embodied by Sinner align with emerging market expectations: durability over disposability, coherence over hyperbole, traceability over opacity, and competence over spectacle. This cultural realignment enables SMEs to reposition themselves globally, transforming local identity and artisanal heritage into competitive advantages within sustainability-oriented markets.



SICI: 1590-296X(2025)101:3<275:«SVASE>2.0.ZU;2-4
Testo completo: https://www.rivisteweb.it/download/article/10.12830/119683
Testo completo alternativo: https://www.rivisteweb.it/doi/10.12830/119683

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