Submitted by The Coca-Cola Company
To provide life-skills and self-esteem development coupled with practical training to empower young Brazilians to take charge of their own futures.
Overview and Main Activities
Part of Coca-Cola’s global 5by20 initiative, Coletivo aims to prepare youth for their first jobs by providing life-skills, such as confidence building, understanding personal motivations and responsibility and interpersonal training, as well as speaking skills for a business environment and self-esteem development combined with practical training. Coletivo targets different industries, including retail, logistics and events. The initiative leverages existing community centres and blends classroom instruction with computer game simulations.
- Targeted two-month training programme: Here, participants focus on life-skills and self-esteem development, which are the key enablers of long-term economic growth and social development. They also learn practical employment skills, such as sales, marketing, merchandising, customer service and finance. Training is delivered though an innovative methodology consisting of a shared value business model, a co-creation operating principle and an emphasis on multi-stakeholder collaboration. For example, local community members work as paid instructors for the course and often become mentors and leadership role models for youth participants.
- Job placement support and networking: Leveraging the Coca-Cola value chain, the programme connects youth to job opportunities, such as company bottling partners and customers as well as the retail sector in general. There are also formal agreements with other organizations — such as McDonald’s — to hire Coletivo graduates.
Coletivo offers a number of different tracks, including:
- Coletivo Retail: Provides practical job-skill training and retail business basics to youth in low-income communities with significant rates of unemployment to obtain their first job. It also provides access to employment opportunities.
- Coletivo Logistics: Trains youth for jobs in distribution, working closely with bottling partners.
- Coletivo Events: Prepares youth to work in producing major events in Brazil, with an emphasis on customer service and hospitality in advance of the 2014 World Cup and 2016 Olympics.
- Coletivo Forest: Targeting youth in remote communities surrounding the Amazon River, this initiative takes a holistic approach to community development, livelihood creation and biodiversity conservation, linking açai fruit harvesters to the Coca-Cola value chain. Youth receive targeted training to become stewards of their environment, including mapping forest species diversity and increasing their economic potential.
Success Factors and Challenges
Most critical success factors:
- Holistic approach to community engagement, life-skill development and job training
- Shared-value business model that leverages core business and value chain to increase access to economic opportunities for youth
- Connection to the Coca-Cola business system, which can provide retail partners and local communities with retail expertise
- Diverse, readily accessible target audience across the value chain
- Support of senior management
- Accommodating growing number of student interest and managing scale/expansion
- Developing new partnerships and bringing scale to pilots and local initiatives
- Ongoing need to articulate a compelling business case
- Measuring long-term success
Recommendations for Others
The initiative requires multi-stakeholder partnerships consisting of organizations with similar visions and complimentary expertise. Integration with the core business is essential to ensure that the programme continues to expand and grow. Retaining the company focus and interest is also important. Finally, it is best to quantify both business and societal value.
Replicability and Scalability
How easily could other organizations implement this initiative?
Difficult: Programme requires multi-sector partnerships and strong community and business engagement. Identification of target communities and building both external and internal buy-in requires time and investment.
How easily can this initiative be expanded to include a larger number of participants?
Easy: With additional financing and other partners in other sectors, the initiative could be scaled up to reach additional young people and expand to additional markets in Latin America.
About the Organization
Sector: Agriculture, Food and Beverage
Size (number of employees): 50,000 – 100,000
Headquarters: Atlanta, United States
For Further Engagement
Contact name: Pedro Massa
Contact position: Social Business Manager
Email: [email protected]