Márcia Lima is a 26-year-old high school graduate, mother, and sales promoter for Verde Campo, a Brazilian dairy company. She plans to begin a part-time university program in the coming years.
Márcia is part of Brazil’s rising middle class, but she didn’t always see a career or university education in her future. Márcia grew up in one of Rio de Janeiro’s low-income communities, lacking access to high-quality education and formal job opportunities. But in 2013, Márcia joined Coca-Cola Brazil’s innovative youth empowerment program, where she learned basic retail and merchandising skills and practiced interviewing and presentation techniques. Perhaps more importantly, she gained lasting confidence in her own potential.
Operating in 126 sites and reaching 60,000 young people across the country, Coletivo is one of Coca-Cola Brazil’s flagship shared value programs, which strengthens the business by advancing the economic and social conditions in the communities in which Coca-Cola operates. In 2014, Coca-Cola Brazil partnered with FSG to identify opportunities to increase the business and social impact of Coletivo and assess other opportunities to create shared value.
Together, FSG and Coca-Cola Brazil developed a company-wide vision and guiding principles for shared value, a portfolio strategy for creating social impact in Amazonas, tools to identify, design, and implement shared value opportunities, new approaches to embed shared value in Coca-Cola brands, and a process for building a shared value culture within the company. The new shared value approach represents an opportunity for Coca-Cola Brazil to improve the lives of hundreds of thousands of Brazilians and simultaneously increase business profitability and competitiveness.
About Coca-Cola Brazil
Coca-Cola Brazil has one of the largest operations within The Coca-Cola Company, which is present in more than 200 countries and offers more than 3,500 non-alcoholic beverage products—including 4 of the most highly consumed brands on the planet: Coca-Cola, Coca-Cola Light, Fanta, and Sprite. Coca-Cola Brazil has been present in the country for over 70 years. Coca-Cola Brazil is a leader in corporate social-environmental management and serves as a reference point for shared value across the company.