Article: Young people, ethics and the job market

In this century, we are experiencing profound changes in the job market, from the dominance of the use of digital tools to the growth, with the pandemic, of the so-called telework. The impact on everyone's lives was vast.

Adapting to changes has been more difficult for the so-called analogue generations, who have to deal with paradigms they did not have in their training, but the younger ones also face new challenges, especially related to entering the job market.

At the end of March, Instituto Coca-Cola, ETCO and Cufa – Central Única das Favelas held a Live on this topic: Ethics, Youth and the World of Work with the participation of young people who have been looking to get their first job. . It became clear that professional training, the incorporation of technology, the understanding of how the organizational structure of companies works, the sense of responsibility and innovation are important factors, but the behavior, the rules of coexistence start to be demanded in both directions: from market with young people and young people with companies. The questions show that attitudes, previously not so considered, have become decisive.

Young people want to know what possibilities they will have for their professional development; if the company encourages participation, giving freedom to express their opinion; if the schedule is flexible, finally, through a better balance between personal and professional life, aspects related to happiness are presented. It is interesting to note that in a survey carried out by Linkedin, the answers related to money (salary increase, earning more than your friends) were at a lower level.

This is the portrait of the positioning of young people, as by the companies, there is also a concern about the posture of young people in relation to values ​​and principles, practices related to professional practice can be taught, but understanding what is right, honesty, character , respect must be seen as an attitude that precedes work skills.

In fact, this understanding of ethical values ​​was demonstrated in the national survey carried out by ETCO/Datafolha on the perception of ethics by young people, where these questions were pointed out when they think about what it means to be ethical.

This view of ethics in the labor market was also attested in another survey carried out by the Eureca consultancy, indicating that young people consider that ESG metrics should be respected by companies, thus defending the environment, issues related to inclusion, diversity , governance, anti-corruption are charged.

In this aspect, there is a clear convergence, young people and companies are increasingly moving towards new postures and purposes, seeking a healthier, more ethical and welcoming work environment, strengthening their identity and the satisfaction of belonging to the organization.

The data presented in these researches are interesting indications of the moment we are living, of the need to face new postures, in a clear sense of the evolution of behaviors and requirements.

Constant adaptation is necessary, the dogmatic posture has become outdated, the exercise of values ​​has become the rule.

This reality, on the one hand, demonstrates a sense of progress in expectations, on the other, it arouses my concern, as we realize, not only in Brazil, but throughout the world, that leaderships, especially in the political sphere, do not show that they are aligned with this moment that presents itself as disruptive, the old is left behind, but the new has not yet been consolidated, the discourse needs to be put into practice.

It is not without reason that the young man has shown a distance from politics. He does not see in our institutions a commitment to the standards they defend, which do not share his worldview. This is nothing new, the youth always questioned the status quo, however, they identified in the exercise of politics an action that could make changes possible, hence the student movement. Today, however, I see a disillusionment, a dismay with the exercise of politics as an effective pact with the public interest.

Our obligation, as social and business organizations, is clear, we have to defend a clear attitude of defense and practice of values ​​that strengthen our purpose and involve the youngest. They point out what they want, we need to pave the way, to help reach the common destiny.

Professor, what is ethics for?

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ETCO project seeks to awaken reflection on the theme in schools across the country. First partnership was signed in the São Paulo Department of Education


img1_ética for young peopleOne of ETCO's main initiatives in 2017 is the project Youth Ethics, which seeks to unite the Institute with school networks, especially public ones, to stimulate reflections on ethical behavior among students. The program was launched on June 19, at an event at the São Paulo State Department of Education, with whom ETCO signed the first partnership to take it to schools. And it had the support of the São Paulo State Ombudsman and the São Paulo Public Administration Transparency Council.
The main focus of the project is teachers and students from high school or from the last years of elementary school - which, in the state public system of São Paulo alone, represents more than 2 million students. The objective is simple: to propose to teachers and students to dedicate some classes to activities that stimulate critical thinking and awareness of the importance of ethics in society. To this end, ETCO carried out studies to define the best way to impact young people, hired specialists to prepare support material for teachers and is investing in the search for new partnerships such as the one established in São Paulo and in the dissemination of the project, to generate the adhesion of teachers and expand their reach.
ETCO's executive president, Edson Vismona, says that the project fulfills a responsibility that was attributed to him by the Institute's Board of Directors in 2016, when he was chosen for the position. “I was asked to, in addition to continuing to defend competitive ethics, reinforce one of the fundamentals of ETCO, which is the defense of ethics in broader terms. In this sense, we chose young people as our target audience: after all, there is no way to transform Brazil's ethical standards without paying special attention to the formation of new generations ”, explains Vismona.


Based on work with young people, the project seeks to take the debate on the importance of ethics to the whole of society. The first step was to understand what this audience thinks about the topic. To this end, the Institute hired a survey by Datafolha, which brought several valuable insights. He found, for example, that young people are aware that the problem of lack of ethics is not restricted to "others", but also affects their closest circles. The worst score is given to others: 90% consider “society” to be little or not ethical and 74% judge the same thing in relation to friends. But the assessment of their own family and of themselves is also mostly negative: 57% in both cases. The research also pointed out that teachers are an important ethical reference for young people. They received the second best score in this regard, behind the firefighters only. Another important revelation was the opinion of young people about what kind of action can have the most impact in changing the ethical standard of Brazilians and in building a more honest society. Among several possibilities, the most suitable was the proposal to stimulate more conversations and debates on the theme, whether at home, with the family, or in contact with friends - which includes the school. “The Datafolha survey consolidated our belief,” says Vismona. “We concluded that ETCO could generate a multiplier effect by engaging educators, who are seen as one of the greatest ethical references for young people, in the initiative to include or expand the discussion of this topic with their students.”

Click here and access the full survey on the Ethics for Youth website

The next step was to create material that could assist teachers in this task. ETCO hired a specialized team to produce and make available on the internet a set of suggestions for ethics activities for the classroom. This work involved a series of precautions, starting with the determination not to create a “moral lessons” guide, as the consultant Denise Hirao, responsible for preparing the material, says. “We did not intend to 'teach' what is or is not ethical. We create activities with the aim of provoking reflection among young people about how they formulate their own ethical parameters and the reasons why they obey them or not ”, she explains. Another concern was to create interesting lesson proposals for young people based on the most current pedagogical recommendations. In this sense, we sought to bring the theme closer to the students' reality and to use modern resources such as cartoons and plots that promote student participation and interaction between them. In one of the activities, for example, young people are divided into different groups to judge the action of a civil servant who diverted a medication from a health center to save the life of a neighbor. In another, they face the dilemma between stopping buying textbooks for all students or turning to salespeople who charge much lower prices, but adopt criminal practices. Themes such as corruption, bullying and human rights are also present in the material.
The challenge for the coming months is to expand the scope of the project. At the São Paulo Department of Education, the project has broad support. The state secretary, Renato Nalini, signed a partnership with ETCO foreseeing several initiatives to spread the activities in schools in São Paulo. “Stimulating reflections on ethics among young people is an extremely important mission”, evaluates Nalini.
The first event of this partnership occurred together with the launch of the project: a debate on ethics in the school that brought together names such as the Assistant Secretary of Education, Francisco José Carbonari, the São Paulo State Ombudsman, Gustavo Ungaro, and educators Eunice Prudente and Adriano Marangoni, in addition to the ETCO president.
The launch of the project and the results of the survey carried out by Datafolha were disseminated by several media outlets, helping to expand its impact and attract the interest of other educational bodies.
The expectation is that new partnerships will be closed in the second half and that the initiative will be disseminated throughout the country.


The activities that ETCO created to stimulate the debate on ethics in the classroom are available on the website


ETCO / Datafolha research is debated in Jornal da Cultura

Watch the article and the debate promoted by Jornal da Cultura about the results of the ETCO / Datafolha survey that evaluated the perception of young Brazilians in relation to Ethics.

The article aired in Jornal da Cultura, 2nd edition, on 28/07.


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We need to talk about ethics

By Claudia Rondon *

Brazil is experiencing an unprecedented situation, caused by the deep crisis that involves ethical and moral values. We Brazilians have to face the dimension of corruption. We always knew that there was corruption in the spheres of power, but Operation Lava Jato brought to light details and figures never imagined. The size and constancy of corruption makes us indignant. We have to turn this indignation into an opportunity, so that the country can change, once and for all.

The change will come with the new generations. But what do today's young people think about corruption and ethics? To get that answer, the Brazilian Institute of Competition Ethics (ETCO), a client of RP1, ordered a survey from Datafolha. The research, qualitative and quantitative, was carried out with 1.048 young people between 14 and 24 years old in 130 municipalities across the country.

The conclusion: 90% of young people consider Brazilian society as having little or no ethics. Reproducing what we traditionally do, young people attribute misconduct to others. When assessing themselves, the rate changes: 63% say they are ethical most of the time in their daily lives. The family has a better image, although in a still problematic scene: 57% consider family members to be unethical or not at all ethical. Friends are seen as unethical or unethical by 74% of respondents.

Worrisome. Even more worrying is the disbelief in change. For 56%, no matter what you do, society will always be unethical. Most also have a flexible and elastic view of ethics: 55% admit that it is impossible to be ethical all the time. More. They say they can act unethically if they don't harm anyone.

There is hope when it comes to professions. The survey asked for an evaluation from 0 to 10 in ten professional categories. Firefighters are considered the most ethical (grade 8,7), followed by teachers (8,5). Finally, of course, are politicians (2,2).

There is also hope when it comes to discussing the topic. For 87% of young people, talking about it with family and friends would make Brazilian society more ethical.

Precisely to discuss the issue further, ETCO has developed an online platform that will support teachers to address the topic in the classroom ( That's right. We need to talk about ethics. At home, at school, at work, in society.

Claudia Rondon is president of the Directive Council of the Brazilian Association of Communication Agencies (Abracom) and president and founder of RP1 Comunicação

Ethics according to young people


"We do not want just food. We want life as life wants. ”

Food, Titans

By Gustavo Ungaro

In this immense and filthy mud of the national ethical crisis, how is it that youth is seeing the ethics of today?
What are the conducts considered contrary to the interest of the community, how are the behaviors perceived and how are the expectations of those who are entering maturity? And what is meant by “ethics” in times of liquid and post-truth modernity?

Interesting Datafolha survey carried out by the ETCO Institute has just collected the responses of more than a thousand Brazilians aged between 14 and 24: for them, ethics means respect for others (22%), being polite (12%), acting with moral conduct (5%), good character ( 4%) and honesty (4%).

The result resembles the sense of the old legal brocardos present in the Law courses, recited in Latin: alterum non laedere (not harming the other), honeste vivere (living honestly), suum Cuja que tribuere (give each one what is due to him) ).

90% of young people find Brazilian society unethical or unethical; 74% consider their friends unethical or unethical; 57% consider their own family to be unethical or unethical, and the same percentage, 57%, considers themselves to be unethical or unethical.

About the professions most associated with ethics, firefighters and teachers emerge, with politicians figuring the most distant from valued conduct. And what can we do to make Brazilian society more ethical? The most repeated responses were talking about ethics with friends and family, understanding what is public and of everyone's interest, thinking more about others and not just about their own interests.

To stimulate reflection on the consequences of human behavior and the importance of guiding principles and values, the website has just been launched, with support from the General Ombudsman and the Secretary of Education,, with suggestions for practical activities to be carried out in classrooms, in order to stimulate reflection, debate and action, with a view to contributing so that each one can be the change that awaits the other, transforming reality and driving, each in its scope, another possible world, in a future that wants to be close.

* Gustavo Ungaro holds a Bachelor's and Master's in Law from USP, a Higher Education Professor, and is the Ombudsman of the State of São Paulo

Read also Young people, ethics and the labor market

A society without ethics

By Luiz Gonzaga Bertelli, President of CIEE / SP

The result of a recent survey is worrying: for 90% of young people aged 14 to 24, Brazilian society is little or not ethical. In this universe, not only politicians enter, which would be a predictable effect in view of the flood of denunciations and lawsuits against them. The family members themselves belong to the category of little or not at all in the opinion of 57% of the interviewees, as is the case with friends, for 74%. And how do they see themselves? If 63% say they seek to behave correctly on a daily basis and only 8% believe it is possible if ethical all the time.

Leaving the conceptual field and falling into a more objective questioning, the firmness is reduced. While more than 50% agree that, in a purchase, it is important to check if the company pays taxes and respects the environment, 52% admit to buying pirated products because they are cheaper and, worse, trust that, with this, they do not harm anyone, forgetting that part of the taxes cost public services.

Among the regrettable aspects of the research, carried out by the Brazilian Institute of Ethics in Competition (Etc.) and Datafolha, three negative perceptions stand out: 56% think that, no matter the effort, society will always be unethical; it is impossible to be ethical all the time (55%); and to make money, it is not always possible to be ethical.

The study, however, points to a way to change this view on ethics, whose appreciation will be one of the factors that will prevent the repetition of the sad parade of businessmen, executives, government officials, politicians, employees of all ranks dragged to the courts, under the accusation. appropriation of public money. It turns out that, with regard to professionals with a better image among young people, the list is headed by firefighters (note 8,7), followed by teachers (8,5). This perception launches on teachers the mission of shaping, with practice and theory, the hearts and minds of new generations. In fact, this task is not exclusive to them, but to all Brazilians responsible and willing to build a fairer and more prosperous country.


Article published in the newspaper Diário de São Paulo, on 13/07/2017


ETCO launches a project to help teachers from all over Brazil to discuss ethics with their students.


Ethics for young peopleEthics is the basis of social interaction. To build a strong and fair Brazil that we all want, we need to strengthen the ethical bases of our society, cultivating this value for new generations.

ETCO's main focus is to work to improve the business environment in the country by combating illegal conduct that causes competitive imbalance between companies, such as tax evasion, product counterfeiting, smuggling and corruption.

But ETCO understands that the solution to these problems also depends on the ethical training of Brazilians.

In this sense, the Institute launched yesterday (20/06), in an event at the São Paulo State Department of Education, the ETHICS FOR YOUTH project.

During the event, which counted with the participation of Assistant Secretary Francisco José Carbonari, of the General Ombudsman, Gustavo Ungaro, in addition to guests, students and high school teachers from the Caetano de Campos School, the results of a RESEARCH commissioned by ETCO to Datafolha on Youth and Ethics and the website ETHICS FOR YOUNG PEOPLE. Closing the event, professors Adriano Marangoni (Teacher Training School), Eunice Prudente (State Ombudsman) and Denise Auad (Advisory Council of Instituto Alana), spoke about The role of the school in the ethical formation of young people.

From left to right: Edson Vismona (President of ETCO), Francisco José Carbinari (Assistant Secretary of Education) and Gusta Ungaro (General Ombudsman)
Edson Vismona (President of ETCO), Francisco José Carbonari (Assistant Secretary of Education) and Gustavo Ungaro (State Ombudsman)
From left to right, professors Adriano Marangoni, Eunice Prudente and Denise Auad
Professors Adriano Marangoni, Eunice Prudente and Denise Auad







ETCO's initiative consists of helping teachers from all over Brazil to deal with ethics with their students, through activities to be worked on in the classroom.

The project was developed by ETCO, based on a research on how young people face the ethics theme. They understand that there is an ethical crisis in society, but they seem willing to change this scenario and validate the principles of this project by placing teachers among their main ethical references and in recommending as a solution to the problem, that we talk more about the subject.

The first partnership, closed with the São Paulo State Department of Education, is expected to reach 230.000 public school teachers. The next step is to move forward with new partnerships in other states.

Visit and learn more about the project.

90% of young people consider Brazilian society to be unethical or not, says Datafolha, in a study for ETCO

For young people, Brazilian society is not ethical. This is the result of a unprecedented research carried out by the Brazilian Institute of Competition Ethics – ETCO, in partnership with Datafolha. The survey found that for 90% of respondents, between 14 and 24 years old, Brazilian society is unethical or unethical.

The numbers do not improve even when the target of questioning is the behavior of people close to your relationship. Family members themselves were considered unethical or unethical for 57% of respondents. The evaluation on friends is even worse: 74%. Regarding their own conduct, 63% of young people say that they seek to be ethical most of the time in their daily lives. Only 8% of them are ethical at all times.

When faced with less hypothetical and more objective questions, they did not always maintain the same firmness of conduct. For example, more than 50% of them agree or totally agree that when buying a product it is important to know if the company pays taxes and respects the environment. However, 52% buy pirated products because they are cheaper - the justification is that they do not believe they are harming anyone.

There was also a disbelief in the possibility of ethics in society as a whole. It is noteworthy that 56% agree that no matter what is done, society will always be unethical. More: 55% admit that it is impossible to be ethical all the time and 36% believe that, to earn money, it is not always possible to be ethical.

ETCO's Executive President, Edson Vismona, assesses that the research shows a worrying scenario in relation to young people and that it should be used to motivate them to assume an increasingly firm ethical stance. “It is true that young people buy pirated products due to the price, but it is important to note that 72% know that failing to buy them would make Brazil more ethical. Half of these young ears are aware of attitudes that can positively influence society, such as participating in political activities and getting to know the parties better. It is enough to make them understand that the change in the whole part of the individual and that society only becomes truly ethical when everyone contributes to it ”.

The contradiction between the ideal, ethical world and the real, unethical world is intrinsic to the daily lives of young people, especially at this time when we face an acute crisis of representation and questions about the behavior of public people. Developing resistance to the temptations between right and wrong requires knowing the behavior of others. It is at this point that the research contributes to the awareness of the country's future managers ”, says Mauro Paulino, director of Datafolha.

Research exalts firefighters and teachers

 The survey commissioned by ETCO also questioned young people about the perception of ethical professionals. The result showed that firefighters and teachers are the professionals with the best image before this audience. On a scale of 0 to 10, firefighters were the best-rated professionals with a score of 8,7, followed by teachers, who had a score of 8,5.

“It is positive that the young person sees the teacher in this way because he is one of the closest adult examples and it is important that this professional conveys credibility and a strong sense of morals and ethics. The young person is in training and his behavior aims a lot at the closest people, so it is essential to have a good reference in the classroom ”, evaluates Vismona.

On the other hand, politicians are the most poorly rated class, with a score of 2,2, reflecting the erosion of image with accusations of corruption throughout the country. Not for nothing, one of the statements with the highest level of agreement (51%) is that Brazilian society would be more ethical if people personally participated in political activities.

 Institute will encourage classroom discussion

 In addition to the excellent evaluation of teachers and the finding that 21% of young people do not know what ethics is, another very relevant data pointed out by the research drew the attention of ETCO: for 87% of young people, talking about the topic with family members and friends would make Brazilian society become more ethical.

To foster this important discussion, ETCO developed an online platform ( that will support teachers to start discussing the topic in the classroom. The tool was launched today, in an event held in partnership with the São Paulo State Department of Education, and is now available to teachers from all over the country.

Believing that teachers and young people can promote an ethical transformation in their surroundings and in Brazilian society, the website will present suggestions to activate the reflections and actions on ethics at school. It contains suggestions for activities for high school teachers to carry out in the classroom, as well as materials and links for further discussion. The content can be easily adapted for Elementary Education II.

The activities of the website will not seek to "teach" what is ethical and what is not ethical. They are intended to provoke young people's self-reflection on how they formulate their own ethical parameters and the reasons why their conduct is - or is not - in line with these parameters.

“Brazil is going through an unprecedented moment, with several cases of corruption being revealed and those responsible, being punished. It is possible that this is the beginning of an inflection point for ethics in Brazil. For this to happen, however, it will be necessary to question the ethical parameters of Brazilian society, including each one of us. Teachers will be important protagonists in this transformation process because they are seen as ethical professionals and because they influence millions of students across the country, ”says Vismona.