Published on 05 May 2021In the midst of a third wave of the Covid-19 pandemic affecting the European continent, the European Commission released the Social Pillar Action Plan, setting concrete targets on employment, skills, and poverty reduction to be reached by 2030. This new ‘social rulebook’ represents a welcome initiative from the EU to set itself long-term development goals. Yet setting new ambitions without the necessary means may risk backfiring. This column argues that to act as a game-changer, the Action Plan should place a greater emphasis on tapping Europe’s job growth potential where it lies, moving beyond a supply-side approach on employment promotion, and committing to greater ambitions in poverty reduction