In Brazil, Coca-Cola is developing more than 500 communities through a shared value platform called Coletivo Coca-Cola.

Coletivo Coca-Cola can be implemented under many models, once it generates benefits to the communities and to the business. Coletivo works with local NGOs to teach retail skills to young adults and women in low-income areas to help prepare them for the job market. Between 30 and 40 percent of program graduates go on to get a job, and some share what they have learned by training small businesses. In fact, 70 percent of Coletivo participants are women.


Another Coletivo Model is Coletivo Recycling, which supports recycling cooperatives in becoming self-sustaining businesses by providing investment in materials, infrastructure and life skills training. Coletivo Recycling, which is active in 330 communities across 22 states in Brazil, has 10,000 cooperative members, whose incomes have increased by 17 percent since 2002 with the program’s guidance. In addition to increased productivity, the program elevates self-esteem due to improved work conditions, and instills a sense of dignity and honor associated with the profession.

Linked closely to Coletivo Recycling is the Coletivo Arts course, with training for groups of artisans to improve designs skills and help develop a range of handcrafted items made from recycled beverage container materials. Management training also is provided so students can build businesses as well as access to markets to sell their products. Coletivo Arts participants have realized a 50 percent increase since 2011 in family income.

Coletivo Recycling and Coletivo Arts contribute to Coca-Cola’s 2020 goal to reach a 75% recovery rate of bottles and cans in developed markets as well as its 5by20  initiative to empower 5 million women entrepreneurs by 2020.