A report recently published by United in Science revealed that the global response to COVID-19 has barely made a dent in the impact of climate change. The report highlighted that while emissions of CO2 dropped significantly during the initial lockdown period, concentrations of the gas have continued to rise in the atmosphere and it warned that 2016 to 2020 will likely be the warmest five years on record.
Sustainability has long been a key component of Zurich Insurance’s core values, noted Tracy Waxman (pictured), head of marketing communications for the global insurer, and it was with this in mind that the organisation made a sponsorship deal with the newly launched channel Sky Nature and National Geographic.
“As a business,” she said, “it’s important that our core values are reflected in every customer touchpoint. This will enable people to really relate to our brand and understand what we stand for. When we found this opportunity, it was the perfect fit as it fully supports our new brand purpose - to create a brighter future together. We weren’t looking for a ‘typical’ insurance advertising opportunity, but rather one that establishes an emotional connection with like-minded audiences.”
For Waxman, championing the cause of sustainability is a personal thing and she highlighted how growing up in South Africa and travelling extensively across the continent, she has always been aware of the delicate nature of the planet. From a very young age, she understood the need to protect the natural resources available to us and this is ingrained into her DNA.
“It sounds like a cliché but sustainability for a global brand is a journey, not a destination,” she said. “We have multiple proof points around our commitment to sustainability such as our global efforts to plant 100,000 trees this year, being the first insurer to sign the UN Business Ambition for 1.5˚C Pledge committing us to set science-based targets across everything we do, and reducing carbon emissions.”
There are so many ways that businesses can embrace sustainability and Zurich is looking to lead the charge by showcasing these initiatives and the resulting impact they can have. The insurer has changed its buying behaviour, Waxman said, and is using sustainable suppliers. In the UK, the organisation is one of the founding members of Social Enterprise UK’s ‘Buy Social’ Corporate Challenge which commits large UK companies from diverse industries to have spent £100 million with social enterprise firms. The initiative, which is set up by Social Enterprise UK and the Cabinet Office, promotes sourcing and buying from British social enterprises.
Read more: Zurich shows support for reforestation
“We know that businesses with a purpose are more successful than those that don’t [have one],” she said. “Research shows that two-thirds of consumers would like companies to stand up for issues they are passionate about, so that’s exactly what we’re setting out to do.
“It is critical that the values which make up a brand play out through every area of the business. Doing the right thing has always been very important for Zurich, it’s part of our DNA. In fact, the FCA asked us to submit an essay on this very topic - this is simply the next step in that process. This [sponsorship] is not simply a badging exercise for the TV programme, it’s fundamental to the UK business and the broader group.”
Often when thoughts turn to sustainability they automatically race to the environment, Waxman noted, and while this is the linchpin there must also be a broader definition which embraces the numerous other aspects that make up this topic.
“From resilient communities, to education, to combatting the far-reaching challenges of creating a sustainable workforce, there are many facets to sustainability, each of which requires great time and attention,” she concluded.
