Building trust through sustainability

Steven Clivery, Strategic Account Manager at Aviva, shares how embedding sustainability into business practices can help build trust, attract talent, and drive long-term success.

As a major insurance, wealth and retirement business, Aviva touches many aspects of people’s lives, helping them to secure a robust financial future for themselves and their families. But the Aviva purpose of ‘with you today for a better tomorrow’ goes further than simply securing personal financial futures – a better tomorrow is so much more and that’s where Aviva’s sustainability ambition works in conjunction with our core propositions to create a ‘more complete’ tomorrow. We aim to change the world for the better by focussing on both climate and social action, whilst embedding sustainability in every part of our business. Our sustainability commitment reflects our belief that we have a duty to help prepare the UK for the future. 

Why does sustainability matter to business?

Our commitment resonates with both current and future customers, enhancing trust and advocacy for our brand. For example, our research shows that around three-quarters of the Gen Z population (born between 1995 and 2012) are interested in changing the world for the better. This includes encouraging plant-based living, sustainability, respecting different cultures, and fighting for social justice and human rights [1]. This trust and reputation can also help attract and retain employee talent, as people increasingly seek to work for value-driven businesses. Moreover, it meets the expectations of our regulators, who rightly demand transparency and accountability in our sustainability performance. As an industry, we must continually evolve to ensure both products and services remain central to great customer service. Advisers also need to be aware of the changing client expectation to ensure the ongoing delivery of great customer outcomes.

Our sustainability ambitions

In addressing climate action, our ambition is to be a net-zero company by 2040, ten years earlier than the current UK government target. We aim to protect biodiversity and enable customers to act by offering climate-friendly funds, products, and services. Our social action includes supporting the regeneration of communities through strategic partnerships and investing in UK infrastructural projects and real estate that play a key role in building stronger communities. This investment also generates income for our customers. At Aviva, we are committed to contributing 2% of our annual profits to community investment. In addition, in 2024, our staff delivered over 107,810 hours of volunteering across numerous projects [2]. Encouraging your team to participate in volunteering boosts team morale and demonstrates your commitment to supporting the environment around you  We’re embedding high sustainability standards, undertaking responsible investment, building an inclusive and diverse workplace, and helping to drive the public debate on sustainability forward. 

We aim to build purposeful propositions and put our words into action
By partnering with experts such as Macmillan Cancer Support, we focus on raising funds for the charity, while Macmillan helps train our claims handlers to understand a customer’s circumstances and provide the best claims service possible. Understanding each client’s individual circumstances and providing support is part of being a responsible, sustainable business. 

Making small changes as we go

Small changes can make a big difference. We’ve changed our approach to protection conferences and events in 2025. Our ambition is to create meaningful conversations that drive great customer outcomes whilst also leaving a lasting legacy. That’s why you’ll see the ‘smash and grab’ historic merchandise replaced by charity prize draws and donations. We recognise this is out of step with the industry approach, but to be a catalyst for change, we need to take radical action. In your business, small changes can also add up to make a big difference. From reducing colour printing to switching to LED lights or avoiding single-use plastics, small actions all count towards building a sustainable business.

Supporting you to achieve a sustainable future

We want to help you develop your approach to sustainability and see the positive impact on your business. We’ve partnered with Future-Fit, a non-profit organisation, to develop the Aviva Sustainable Business Coach tool. This tool can help you discover the impact of your business on the environment and wider society. It can help your business become more sustainable, suggesting next best actions, providing certification and logos, and importantly demonstrate your commitment to your existing client bank as well as prospective new clients.

We have also created a range of educational webinars on sustainability and diversity, equity, and inclusion that can help you integrate these issues into your business practices.

Join us in building a sustainable future

Aviva is determined to play a leading role in helping the UK financial services sector tackle sustainability issues, and as an adviser, you also play a vital role. As trusted business partners, we want to work towards a brighter tomorrow with you.

Consider these three simple questions:

• How can I decrease the negative impact or increase the positive impact of my actions on the environment? 

• How can I support vulnerable or marginalised groups in society?

• Is my decision building trust? Building trust is essential for our industry to ensure protection reaches those who need it most.

To create a more sustainable world for future generations will take all of us. At Aviva, we see our role in society and the responsibility we have to be a catalyst for that change. This is a long-term ambition that requires focus and action today…. as the saying goes, a journey of 1,000 miles begins with a single step… will you join with us today, for a better tomorrow?

To find out more about how Aviva can help your sustainability goals and ambitions speak to your Aviva Business Development Manager. 

Source

1  Aviva Gen Z Insight Debrief 2023

2 Aviva plc Sustainability 2024 annual report