Values
David Hope, group HR strategy director,
with our Building Public Trust award,
won by Aviva for its clear reporting
Living by our values
Our values are “progressiveness, integrity, performance and teamwork”. Our Business Ethics Code reflects these values and sets out our principles. These stipulate fairness, honesty and transparency in all aspects of business. And of course we require that all employees obey the rule of law and respect the confidentiality of information entrusted to us.
We revised and refined our Code in 2008. It now includes clear statements on what the principles mean for all employees including line managers. Group chief executive Andrew Moss reinforced our long-standing commitment to honest business with a personal message that went out with the revised Code: “I can assure you that no one will be criticised for any loss of business that may result from adherence to our Business Ethics Code. Equally, no employee will be prejudiced as a consequence of reporting a breach or suspected breach of our standards.”
Our group-wide induction programme now includes information on good business ethics and reminds employees of their responsibility to uphold standards. We also provide mandatory computer-based training programmes in areas including business protection, market abuse and insider trading, anti-money laundering and fraud.
Other examples of how we have communicated our values and ethics:
Aviva Canada has developed an effective method, now being shared with the group, for communicating the Business Ethics Code and tracking acceptance. A software program requires employees to sign off receipt and understanding.
At regular townhall meetings, the MD and CEO of Aviva India personally present ‘Values in action’ awards to employees.
AvivaSA in Turkey has produced a booklet for employees on ethical issues and an online training module on corporate responsibility.
Case study
Bringing our values alive
In 2008 we entered the final phase of our move to become Aviva across our markets* – an essential part of our strategy to grow our business globally, increase our impact with customers and create more opportunities for offering broader, higher-quality service. And we believe it’s the right time to make this move: we see good evidence that those who invest in consumer awareness in hard times significantly outperform their rivals when prosperity returns.
It’s not only about reaching customers but about bringing our values alive for our people, as Amanda Mackenzie, our chief marketing officer, commented: “We want our people to feel like we are a worldwide company and they can take pride in that. The world feels smaller and they should understand that makes us stronger.”
“Wow!” and “Totally impressive!” were typical of comments made by employees on our online forums, following a high-impact TV campaign to advertise the name change in the UK. The advert grabbed the attention of 83% of the adult population (BARB official viewing figures) and received overwhelmingly positive media coverage.
* Gradual migration from non-Aviva brands is underway. Only two big non-Aviva brands will remain: RAC (UK) and Delta Lloyd (Benelux markets).