Purpose-driven conversations have become popular amongst brands hoping to appeal to a growing global audience of conscious consumers. Aviva have been quietly building an inclusive work culture that celebrates difference not only in the workforce but the community too. Now in their tenth year, what began in York, England back in 2007 has now grown across several countries Aviva operate in.
As important as it is authentic, we’ve been inspired by Aviva’s embrace and celebration of team members who in many other organisations still feel inclined to hide a very important part of who they are. While a lot of brands are promoting equality and recognition of some of the major milestones that have been achieved in the advancement of LGBT+ rights in recent years, there is something particularly admirable in a company who are committed to creating change from the inside out through an inclusive culture that still does not exist in our wider work culture.
Take a look at this emotive piece of content from Aviva pride that really communicates the personal impact created through this terrific and authentic work culture: https://www.youtube.com/watch?v=cOIALNGkDhc&t=333s
From giving away 20,000 pairs of rainbow laces to customers and staff, to their ‘Be out as an Ally’ initiative that encourages colleagues to show their support (now exceeding 5000 allies), connecting their team and celebrating their LGBT family has been at the heart of Aviva Pride.
With Aviva being the only insurer in the top 100 of the Stonewall Workplace Equality Index (the UK’s leading benchmark for LGBT inclusive employers) for the last ten years, there is still a long way to go. Yet stories like these will hopefully be the drop that creates a ripple worldwide and a more inclusive workplace for all.