The current wave of digitalization has important implications for many organizations. In this article, we study how manufacturing companies can apply value co-creation as a comprehensive approach to embrace the potential of digitalization trends. By means of two case examples, we show the potential of better integrating shopfloor workers in the shaping of digital solutions and managerial actions. The improved consideration of cognitive needs and the provision of opportunities for social connection to a community of workers makes them feel more valued, confident, empowered and integrated. This can balance other forms of frustrations and negative emotions, leading to a better perception of the overall relationship experience at the shopfloor.