How Coop gave Gen Z a seat at the table and transformed frontline engagement
What if the key to stronger retention, faster onboarding, and higher frontline engagement was already inside your company – waiting to be heard? At Coop Denmark, that question sparked a bold experiment: giving Gen Z employees a formal voice in shaping how the business communicates and operates. Through a first-of-its-kind Youth Ambassador role, Amalie Banggaard Smidt represents more than 25,000 young workers across stores, warehouses, and HQ – turning their feedback into actions that drive measurable results. The outcome? A more connected workforce, empowered leadership, and a new blueprint for how listening can transform performance at every level.
Gen Z
45 minutes
At
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At just 22, she has spent seven years rising from shop assistant to HQ. As Youth Ambassador she represent 25,000 young employees, she’s a public speaker and role model showing how Gen Z voices drive real change at work.
She's specialized in Retail Groceries where she supports and consult brands such as Reitan Retail, Salling Group, Coop and more, on how to get the most out of their individual employee engagement platforms.
