Sophia Zuniga, 3, hugs her My Special Aflac Duck robot. (Photo: Aflac)
In a time of global uncertainty and unrest, consumers are gravitating more than ever toward companies they can trust. Aflac's 2019 CSR Survey finds that 77% of consumers are motivated to make purchases from companies committed to making the world better. Additionally, 73% of investors agreed that efforts to help improve society and the environment contribute positively to returns. Clearly, a willingness to show one's values can be a powerful force in driving business interest.
Brokers and agents, though they don't always provide direct-to-consumer services, are not exempt from this guiding principle: The values you demonstrate have a real, measurable effect on client satisfaction, sales, retention and more. But there is only so much you can do to demonstrate core beliefs on your own. Much of people's perception comes down to whether the products and services you provide are developed and distributed with the good of the customer in mind.
Insurance companies sell a promise to be there when policyholders need it most. Over the past few years, innovative insurers have revamped policies to better address customers' needs. But what is the recipe for a policy that puts people first? Most of all, it requires listening with care to what customers want and prioritizing purpose just as much as profits.
Part of the job for a modern broker or agent is to identify which companies are following through on their promises — and what sets their policies apart from the pack. Accident coverage is one example where agents and brokers can observe the differences that purpose-motivated insurers can make. After reviewing several treasure troves of claims data, insurers started to uncover key trends and growth areas in consumers' accident policies.
Wendy Herndon is second vice president of product launch and adoption at 
