Brazil's Lula Launches Reelection Bid, Aims To Win Back Workers To His Party

Brazilian President Luiz Inacio Lula da Silva kicked off his final reelection campaign on August 16, 2026, from the iconic “May 1” stadium in Sao Bernardo do Campo, a city historically tied to Brazil’s labor movement. Speaking to a crowd of approximately 20,000 supporters, many adorned in the red of his Workers Party (PT), Lula emphasized his commitment to workers, recalling his own rise from factory worker to president. The rally marked a symbolic return to the roots of his political career, where he once addressed striking metalworkers in 1979 without a sound system. Lula’s campaign aims to reconnect with a new generation of workers, particularly those engaged in the gig economy through digital platforms such as Uber and 99. These workers, often younger and less affiliated with traditional unions, represent a growing segment of Brazil’s labor force. Despite Lula’s government having created 10.1 million formal jobs over the past three and a half years, the proportion of workers in formal employment dropped to 38.2% by December 2025, down from 46.7% at the end of 2010. Meanwhile, unemployment reached a historic low of 5.1% at year-end. The shift toward informal employment has posed a challenge for Lula’s party. With fewer workers bound by traditional labor contracts, the PT must adapt its messaging to appeal to a broader base. This includes advocating for policies such as a shorter workweek and enhanced protections for gig workers, covering aspects like pay, working conditions, social security benefits, and oversight of platform algorithms. However, these proposals face resistance from businesses, and many gig workers remain skeptical of government interference. Among those navigating this changing landscape is Darlan Almeida, a 27-year-old in Sao Bernardo do Campo. Though his father previously worked in a factory, Almeida now earns more by delivering food via apps on his motorcycle. He acknowledges the government’s efforts but feels they fail to understand the realities of modern work. “They don’t know what we need or how we work. They should spend a day with us on the streets,” he remarked. The gig economy in Brazil has expanded rapidly, with 2.1 million workers operating through digital platforms, a growth of 170% since 2015, according to estimates from the central bank and Brazil’s statistics agency. Eduardo Marini, a 51-year-old Uber driver, expressed concerns about potential regulatory changes but stressed the value of flexibility. “The job’s flexibility outweighs the benefits of formal employment,” he said, adding that he feared government rules might restrict his independence. Public opinion researchers, such as Oswaldo Amaral from the University of Campinas, suggest that these sentiments are influencing voter behavior. Many gig workers, wary of increased regulation, are turning to right-wing candidates who advocate for lighter oversight. This trend aligns with the strategy of Lula’s main rival, Senator Flavio Bolsonaro, who is actively courting this demographic. As Brazil prepares for its October presidential election, the battle for the hearts and minds of workers, both formal and informal, intensifies. Lula’s ability to bridge the gap between his historical ties to organized labor and the evolving expectations of contemporary workers will be crucial in determining the outcome of the race. The coming months will likely see further shifts in public sentiment, shaped by policy debates, economic performance, and the effectiveness of each candidate’s outreach to diverse segments of the population.