In 2013, The Coca-Cola Company invited a diverse group of younger employees from across the company to form an organization called Millennial Voices. Its mission was to help Coke recruit and retain Millennial talent by nurturing a more dynamic and innovative culture.

The group of employees — between the ages of 25 and 35 — serve as a catalyst for change within the company and a forum for new ideas, while advising senior leadership and introducing creative pilot projects. For the last three years, they have helped shape everything from new technology pilots and on-campus recycling initiatives, to employee benefits packages, flexible work policies and a reverse mentoring program.

Millennial Voices was inspired by the World Economic Forum’s Global Shapers community,  a network of city-based hubs led by future leaders with a passion for social entrepreneurship. Coca-Cola Chairman and CEO Muhtar Kent, motivated and inspired by the Global Shapers’ ideas and impact, challenged his leadership team to find new ways to engage with – and learn from – Coke’s growing Millennial workforce.

Watch this video to learn more about Millennial Voices and its impact on Coke’s culture and business: