Sao Bernardo do Campo, Brazil, Aug 16 (SANA)Brazilian President Luiz Inácio Lula da Silva launched his reelection campaign Sunday at the historic May 1 Stadium, returning to the industrial city where his leadership of striking metalworkers helped propel him into national politics.

Addressing about 20,000 supporters, Lula paid tribute to the workers who backed his rise from factory employee to Brazil’s first working-class president. His Workers Party, however, now faces the challenge of attracting younger app-based and informal workers who have little connection to traditional unions.

Ahead of the October election, the party is supporting a shorter working week and protections covering pay, working conditions, social security and platform algorithms. Previous regulatory efforts have stalled amid resistance from technology companies and skepticism among workers who fear losing flexibility and independence.

Brazil’s formal employment rate fell from 46.7% in 2010 to 38.2% in December, despite unemployment reaching a record low of 5.1% at the end of 2025. Meanwhile, the number of people working through digital platforms rose 170% between 2015 and 2025 to approximately 2.1 million.

Many platform workers complain about low earnings and limited protections but remain wary of government intervention. Research suggests they are more likely to identify with the political right or centre than with the left, creating an opening for Lula’s main conservative rival, Senator Flavio Bolsonaro.

The Worker’s Party is also confronting declining union membership, which fell from 15.7% in 2014 to 8.9% in 2024. Party leaders acknowledge that unions and left-wing groups must better understand informal workers and become more involved in their daily lives.

A party-commissioned survey found that most informal workers aspire to become entrepreneurs, although a majority still considers protections such as sick pay, injury benefits and a minimum wage important.

Launching his own campaign in Rio de Janeiro on Sunday, Bolsonaro promised a “My First Company” program and closer cooperation between universities and businesses to promote technology, innovation and youth employment.