By: Claudia Lorenzo | Social Business Director at Coca-Cola Brazil | October 21st, 2014

Published with Pedro Massa, Social Business Manager, Coca-Cola Brazil

In 2009 we began our shared value journey at Coca-Cola Brazil though Coletivo, a platform designed to build sustainable communities and deepen our relationships with consumers in under-served, low-income areas. We realized that in order to increase our presence and relevance, we had to keep innovating with communities to address social and economic barriers to growth.

Coletivo was first designed to equip young people throughout Brazil with the technical and life skills required to access employment. Today, Coletivo Retail operates across 126 communities in Brazil, reaching 60,000 youth. More than 70 percent of program participants are women, as part of the Company’s global 5by20 initiative. Among all program graduates, 30 percent find a job within six months of the program, resulting in an average 50 percent increase in household income.

The Coletivo platform has also evolved to include other models across the Coca-Cola value chain that address various social problems.  We’ve learned that the more we connect this work to our core business, competencies and DNA, the more social problems we can solve at a larger scale.

Shared value has enabled us to grow our business, while contributing to meaningful social impact in communities across Brazil. And yet our shared value journey is just beginning. We continue to push ourselves to evolve our work, learn more and think bigger as we embed shared value into the very culture of our organization. Learn more about Coletivo in the new case study by FSG, "Thirsty for More: Coca-Cola’s Shared Value Approach with Communities Across Brazil".


Samantha Hawkins's picture

I'm a little confused - there are some conflicting numbers in these reports and I know there must be soemthing that I'm missing.

The two articles - "Coca-Cola's Coletivo Empowers 60,000 Youth in Brazil" says that In 2009, Coletivo Retail was created and they have trained 60,000 youth in 125 communities (by the end of 2013? or at the end of 2013?- covering 2009-2013? just 2013?).

The white paper that can be downloaded at the end of this statement/paragraph says 126 sites across Brazil, reaching 60,000 youth (not training or graduating).(just speaking about the Retail Coletivo)

The other article "Coca-Cola Supports Retail Capacity and Economic Devlopment in Brazil" which says In 2008, Coca Cola developed the strategy, and 135 sites, and that 25,000 Brazillian Youth have graduated (no dates given!).

So which one is right? It is important to understand and report the correct numbers as I'm including this information as part of a larger discussion of the impact of shared value, and I think the Colectivo story is a powerful one, worth discussing, but without the correct information, it becomes suspect.






Rajni Dronamraju's picture

Hi Samantha,

Thanks for your comment. To clarify, Coletivo Retail operates in 126 sites, and has trained 60,000 young people as of year-end 2013. This represents the total number of youth trained since the program's inception. These are the latest public estimates published on, and we recommend you use those numbers. Hope this is helpful!


Rajni Chandrasekhar
Associate Director, FSG 

Samantha Hawkins's picture

Sorry, I never posted this, but Yes! helps immensely !! Thank you for responding and clarifying.

Coca-Cola Brasil

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