Opinion leaders are also an important target group to be addressed in co-operative education, information, media and public relations. because they influence public opinion it is vital that they are aware of the contribution co-operative enterprise makes to the wider public good. the UN International year of Co-operatives in 2012 (IyC 2012) was an opportunity to enhance the wider public recognition of co-operatives, but, as said previously in this guidance note, it was just the start of a necessary on-going effort by co-operatives.

The background paper for IyC 2012, echoing this 5th Principle, emphasised the importance of informing "opinion leaders" about the "nature and benefits" of co-operation. It said:

"If co-operatives are to play the roles of which they are capable in the future, it is a responsibility that will have to be better met."