“There is a strategic irony in the Brazilian labor market of 2026: organizations that invest the most in communicating purpose, impact, and community to attract young talent are precisely those that need to build these attributes from scratch. Cooperatives, on the other hand, already have them embedded in their DNA and continue to underutilize this asset as an employer brand.”

“Generation Z, which today represents about 30% of the active workforce in Brazil, does not choose jobs, but a cause. Recent research indicates that purpose, recognition, continuous development, a collaborative environment, and inclusive practices are determining factors for attracting and retaining this demographic group. In other words, Generation Z seeks in an employer precisely what the cooperative model offers naturally. The problem lies not in the offer, but in communication.”