People-First Policies Drive Business Success

One way to sell more may be to show that you care more.
May 18, 2020 4:15 PM ET

By Wendy Herndon 

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.

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