How do cooperatives reach young adults?

Findings from a co-creation workshop with young adults and cooperative businesses

Abstract

Based on the study “What Does Germany Know About Cooperatives?” —which shows, among other things, that 18- to 29-year-olds are less familiar with cooperatives as a business model than older respondents—the “IfG Interaktion NextGen” workshop format brought together students, apprentices, and representatives of cooperative enterprises to explore ideas on how cooperatives can become more visible and relevant to young people.

Even before the workshop began, the group expressed a generally positive view of cooperatives. They were associated with community, trust, stability, and employee participation. In contrast, cooperatives were less frequently linked to a wide variety of industries or to specific benefits. Participants saw opportunities to reach young adults with products and services primarily in life situations and issues where guidance and security are paramount, such as finances, housing, starting a career, and retirement planning.

Four concrete solution concepts emerged from the group work phases of the workshop. They all begin with an empirically documented problem faced by the target group and demonstrate the benefits of cooperative principles through concrete offerings and concepts. The participants’ positive assessment of this approach suggests that these ideas should be pursued further and that the workshop format should be continued. The findings should be understood as exploratory insights from this workshop group; 13 of the 19 participants surveyed in advance were already members of a cooperative.