How Coop gave Gen Z a seat at the table and transformed frontline engagement

What to expect

What happens when the next generation gets a seat at the table?

In this live Relesys Talk, Amalie Banggaard Smidt shares how to turn employee feedback into a strategic advantage – and what your company can learn from it.

She’ll take you behind the scenes at Coop, which operates more than 900 stores and employs 40,000 people across chains including SuperBrugsen, Kvickly, and 365discount.

Amalie will reveal how turning real-time feedback from over 25,000 young workers has led to faster onboarding, higher engagement, and stronger leadership connection.

You’ll also get the chance to ask Amalie your own questions during the live session – because companies that listen to Gen Z today will be the ones ready for tomorrow.

Why this matters

Gen Z is reshaping the workforce. By 2030, they’ll make up 30% of the global workforce. Yet many companies still struggle to keep them engaged. The cost of getting it wrong is high, replacing an employee can cost 40-70% of their annual salary.

At Coop Denmark, they’ve found a way to listen and act.

They're one of the first companies to create a Youth Ambassador role, designed to give young employees a voice in decisions that shape their work. Amalie was elected in 2025 after rising through Coop’s own ranks – from shop assistant to trainee to sous chef – and now represents over 25,000 young employees across all divisions.

Together with Coop’s HR leadership and the national Youth Council, she has helped turn frontline feedback into action, from improving onboarding to strengthening leadership communication. Since she took the role, applications to the Youth Council have increased by 108%, proving that when young employees are heard, they show up.

Her story proves that listening to the next generation isn’t just about culture – it’s about growth, performance, and long-term business results.

What you’ll learn

• How Coop connected 25,000+ Gen Z employees and what it revealed about engagement and motivation on the frontline.
• Why real-time feedback from young employees led to measurable results, from faster onboarding to stronger retention.
• What leaders can do to connect HQ and store teams through communication that drives performance, not noise.
• Practical steps you can apply immediately to empower younger employees and boost performance, loyalty, and growth.