Aflac’s CSR Efforts Fit the Bill: How a Duck Helped Strengthen the Company’s Reputation
By Rod Granger
Aflac's modern brand identity was born after the insurance company’s ad team made a striking discovery nearly two decades ago: The sound “Aflac” resembles “quack quack.” The symbol debuted on Jan. 1, 2000 (yes, Y2K), and the rest is history.
Since that time, the Aflac duck has become an advertising icon, signifying the company’s commitment to best business practices, philanthropy and corporate social responsibility (CSR).
In 2018, Fortune recognized it as one of the “100 Best Companies to Work for” for the 20th consecutive year, in addition to including it on its list of “Most Admired Companies” for the 17th year. It also made Ethisphere Magazine’s list of the “World’s Most Ethical Companies” for the 12th consecutive year.