 My name is Sean Smith. I'm an executive vice president at Porter Valley. I lead our corporate reputation practice I've had the privilege of being in this role for the last nine years where we help our clients all around the world and across every sector to proactively Establish a reputation that is built on trust and goodwill and reputation equity That allows them to meet their financial objectives and their business objectives We are going to Hear from one of my colleagues at Porter Nevelli Andrea List who is the vice president in our analytics and research function. She is going to walk us through some work that is recently out of the field as well as Convey some underlying research that Porter Nevelli has conducted over the years on consumer expectations for brands around purpose and We'll talk about this link between purpose and financial performance and then we will have a discussion with our two very accomplished panelists Tom Crowhand who's a vice president and counsel for corporate responsibility and government relations at John Hancock Tom oversees the company's corporate responsibility strategy which includes sustainability and community investments and employee engagement initiatives Prior to joining John Hancock Tom worked in politics for the late U.S. Senator Edward Kennedy for eight years from Massachusetts and We also on our panel will be joined by Tritse Thompson Tritse currently is an advisory board member for Pledge Lane Inc a software company based in Los Angeles that offers technology solutions that engage Employees and partners in your social services He's also an advisor to plan C advisors, which is a global consultancy Helping boards of directors and CXOs navigate climate related business Issues Porter Nevelli is a proud partner with plan C advisors Alps just also serves on the board of the Green Electronics Council, which is an organization dedicated to ensuring the use of sustainable technology Cannot wait to moderate a conversation with two of you and really hope to take questions from Those of you who are logged into this session. There is a check function there. Thank you to those who were trying to communicate to me that I was on mute a minute ago I will be looking now more directly at the chat And cannot wait to integrate your questions into the conversation. But first, let's start with Andrea who can Kick us off by talking about Porter Nevelli's Purpose Premium Index Andrea Great. Thank you, Sean Reputation quite simply is everything It is the lens through which consumers gain purchasing decisions The prism potential employees used to evaluate job prospects The filter businesses implement when selecting partners or vendors And of course, it's the primary trigger and when and how to invest in a particular company It's the foundation of a brand and core to the success or failure of a company It is painstakingly built and carefully protected Yet can implode in a moment In short Every reputational point matters But how do you accrue those reputational points and what role does purpose play in building your reputation? Let's find out I'm excited to present the 2020 Porter Nevelli Purpose Premium Index This is our third annual study that looks at the role purpose plays and contributing to a company's overall reputation Or what we like to call the Purpose Premium We faced a tough question this year as to whether we should continue to field our study during the height of the COVID-19 pandemic And social unrest in our country But ultimately we decided that we needed to understand How the pandemic and cultural social movements of this moment would impact companies reputations We knew we would see changes in how companies performed Some companies would falter and others would rise to the top and we were right There is a lot to unpack this year But just as important as what has changed in 2020 Is what hasn't changed unequivocally Consumers are mandating that companies lead with purpose and positively impact society So we'll dig into this a bit more later on But it's worth noting that expectations for purpose didn't wane throughout the spring and summer When we were all learning how to navigate this new normal And if anything companies who leaned in on their purpose were rewarded reputationally as we'll show you But first let me give you some background on how we build the Purpose Premium Index Each year since 2018 We've surveyed 6,000 American adults to understand their perceptions of Fortune 200 companies Consumers are asked to rate these companies on over a dozen reputational attributes To understand how these attributes contribute to overall reputation We performed a factor analysis to determine a more succinct set of reputation pillars And these pillars are quality vision and purpose And finally we've been benchmarking the degree to which each of these pillars makes up reputation And how companies are performing within each 96 of a company's overall reputation is derived from attributes that fall into these three killer three key pillars of quality vision and purpose And it's the Purpose Premium that drives 14 percent of a company's overall reputation So I know 14 percent can seem small, especially when compared to the two-thirds of reputation that's made up by quality But when it comes to building your reputation like we said every single point matters And Purpose can often be the boost that lifts one company reputationally above its peers And consider this We found an 88 percent correlation between purpose and reputation 88 percent That means these two factors purpose and reputation Very much move in sync with one another So as purpose goes so does your reputation And if that isn't enough we've also found when taking a look at corporate financial performance That purpose driven companies are actually worth more than other companies The top one-third of purpose driven companies outperform the bottom two-thirds In year over year stock price appreciation between 2019 and 2020 And this year we took it one step further and 2020 we decided to look beyond just the average consumer and look at a subset of investors So you recall off the top of the presentation that I said there was an unequivocal consumer expectation that companies lead with purpose So we see it here too with investors Nearly all say it's important for companies to be purpose driven Three-quarters say it's not enough to just make money companies have to positively impact society as well And more than eight and ten believe purpose driven companies will outperform those that don't lead with purpose in the long run So this tells us it's not just consumers, but the all-important investor stakeholder who understands the purpose premium Now that I've walked you through the macro view of the purpose premium I want to take a deeper look at some of the individual companies that did well in purpose and reputation in 2020 It's important to remember that these rankings are representative of the minds of consumers So consumers don't always see things by strict definitions of sustainability or responsibility Much of their perceptions are shaped by how they interact with these companies and what they read or see in media And of course we'd be remiss if we didn't think through how the pandemic has affected the purpose premium Specifically we asked ourselves this year. Was there a good bump? So what we mean by this is the degree to which companies and brands are getting a covid halo Because they are now providing essential services to americans We've seen in our ongoing series of covet 19 purpose trackers that the food and beverage industry has performed Well as one of the top industries doing a good job providing covid relief and support We also saw this from technology companies So during the pandemic this ability to buy food and bulk becomes critical And streaming movies and shows at home is the lifeline So we did indeed actually see this covet bump in a couple of our high performing companies And I think you're starting to get a sense of where I'm going with this Costco and netflix were two companies with strong improvements overall in purpose attribute scores So we'll take a look at them as well as some more traditional purpose driven companies also in the food and beverage and technology industries microsoft and starbucks For each of these companies we'll look at which attributes of purpose whether it's responsible caring advocate environmental or philanthropic Which attributes were strongest And how that contributed to their overall purpose premium first Costco Costco wholesale was rated highest in the attributes of responsible and caring With scores in the sevens out of 10 total for three of the five purpose attributes In comparison in 2019 Costco was rated 6.68 for responsible And 6.65 for caring. So these are huge jumps that we're seeing in 2020 And we see this playing out in how their legions of super fans are talking about Costco The media share articles about why consumers are obsessed with the brand And how little kids want Costco themed birthday parties And this became even more acute during the pandemic when buying in bulk was a necessity Costco also took early safety precautions Mandating masks for all customers to keep both their employees and consumers safe But we also learned when looking a little bit deeper at Costco that this is a company whose leadership lives their purpose through caring and responsibility The ceo is paid only a third of what the average ceo salary is and truly truly believes his employees are the heart of the company So this comes through and how employees treat their consumers and how consumers are fiercely loyal to this brand Costco is quietly living its purpose and also shows up in other ways with sustainable products Sustainability requirements of its vendors and philanthropic support in its local communities But their purpose really comes through in how they act and interface with consumers and employees Next we look at Netflix And I think we probably all got a little cozier with our Netflix subscriptions this year. I know I did And responsibility was once again at the top of Purpose attributes just like it was with Costco, but we see advocacy in the number two spot This score was up from six point seven five in 2019 And it's probably clear to anyone who spends a lot of time watching Netflix programming That its support and diversity of its talent are what is front and center It's one of the few places in entertainment where you can see diversity equity and inclusion literally play out on your screen And Netflix has also stepped up early to provide support for entertainment workers who lost their jobs during the pandemic Ceo Reed Hastings made a 120 million dollar contribution to hbcu's and yes, this was Reed's own money This was not a Netflix contribution But what it shows is his support for racial equity comes through not only in how he lives his life But in how he runs Netflix So now we turn to some more traditional purpose driven companies Like netflix microsoft was strongest and responsible and advocate dimensions of purpose Both scores were up slightly from 2019 And this really shouldn't come as a surprise Especially as microsoft has spent millions of dollars on super bowl ads over the last couple of years Whether it's showcasing its adaptive xbox controller for gamers with disabilities Or featuring katie sowers the first woman to coach in a super bowl So microsoft doesn't just use the super bowl as a platform to tell its purpose story They also live it through its own de and i goals It's a company that embraces diversity throughout its global workforce as much as it celebrates it and others It pushes for equality in its own local market philanthropy And has made bold moves and sustainability as well Just recently microsoft made headlines for buying sustainable jet fuel to cut co2 emissions on all of its corporate travel And once again, we see another company strong in advocacy and consumers are taking notice And finally starbucks This has long been a company that's received plaudits for leading with purpose But its attribute rankings look a bit different from the last three companies So instead of responsible and philanthropy leading the list We see uh, or excuse me instead of responsible leading the list We see philanthropy and environmental On top for starbucks and both of these scores were actually well up from 2019 And i don't think this environmental score is any surprise starbucks has recently done away with plastic straws for iced beverages But it has a long history of sustainability through its supply chain and cafe practices Starbucks is also active philanthropically through local giving and its foundation And it's been vocal in supporting the college ambitions of its employees and supporting a more diverse workforce So starbucks is by no means a surprise in its strong purpose performance But what makes uh, what this study makes clear is that it's not just Us purpose insiders here that know this but now general consumers too are really seeing it So what you can see from these case studies is that purpose will give you that reputational advantage But you need to live your purpose internally while also telling consumers how you will integrate it into their own lives And when you do so, it's not only that reputational advantage, but it will also turn into a bottom line benefit So thank you for joining me as we launched our 2020 purpose premium index And with that I am pleased to turn you back over to shawn smith who will moderate our panel discussion Real quick before We do that. Can you tell people how they can access additional information about Our purpose premium index if they're interested Well, yes, I can So shortly after this um, you will be able to uh find information about the purpose premium index on our website And you just head to the research dot com Great Thank you. Well, we may return to The research as we go through our conversation But let's let's turn to to tom and trissa and I'll just let's start with this moment that we are in right now Almost a year with covet Racial justice equality A divisive presidential election Where do you all see purpose right now tom at at john hancock and trissa at the Range of companies that you advise and just in the marketplace in general tom. What are you? What do you see? purpose at this moment in time Well, thanks shawn for having me and trissa great to be with you and andrea Andrea will certainly learn from the report that you just covered But I think it's critically important and if anything shawn it's been accelerated by way of the events of the last Eight months or so and I think andrea's report highlights that very well I'd say just by way of Hancock and how we've tried to navigate these challenging times And I think just first i'll note personally that approach all of these issues with great humility and and try to learn from stakeholders And you know that includes leaders within our company from the ceo all the way down to Frontline employees to to community stakeholders. So just an incredible amount of learning over the last eight months I think it's highlighted obviously Some of the disparities that that are philanthropy and a lot of the work that we do on the social impact side seeks to try to rectify and And so we've really tried to roll up our sleeves with our with our corporate responsibility work and and look at our Our business with equity at the forefront of everything that we do and asking the question Are we serving our stakeholders as as well as we can possibly serve them in this environment? And so if you if you take a step back Our mission as a company is decisions made easier lives made better and You know that that is the thread line that runs through all of the ways in which we serve our customers our employees Our investors and ultimately our community and our community specifically is facing Challenges that we didn't expect obviously at the beginning of the year But they've shown a spotlight spotlight on on the inequities that we're seeking to solve And if anything just going back to your your your question It's accelerated the importance of our work more than anything else because one of our critical stakeholders is is being so adversely affected by Events that are outside of their control and our control At a macro level. So really requiring all of us to think differently about the programs that we operate The businesses that we're running and making sure we're meeting the moment And Trisha Tom mentioned stakeholders a few times and I'm I'm reminded of the business roundtables guidance About stakeholders and stakeholder capitalism as opposed to serving shareholders exclusively Is that what you're seeing right now is are we seeing companies turn towards the needs of the broader stakeholders? I think in the moment of We are absolutely I think there's still some skepticism out there about Well businesses they've kind of said what they're going to do will will we see this sustained post-covid? You know, where will this go the good news? I think about politics is it doesn't change your purpose I mean if anything you just double down on purpose because it's your north star and just keep following that north star When I have talked a lot of them companies about their sustainability work That is that's not impacted by the politics today at all They are still marching forward with the things they have to do including big oil companies. I mean all of them Um, you've seen BP just came out with a big announcement saying it's gonna be carbon neutral by 2050 so they are really Marching forward regardless of kind of where the world is going in these crazy times But I am seeing purposes kind of a comfort place to go It's where companies can really reach out to their stakeholders their employees matter a lot right now and I do look at companies like Dell when they They had to double down to try to get products delivered so people could actually do this work from home So school school could occur from home. How do they get the deliveries there on time? These are their customers that need To just stay in business You mentioned politics I saw a piece today in fast company written by by someone who I know who Encourage brands to not let up assuming we are about to enter a biden administration um in the next few months And maybe he raised the prospects of companies Using that as an excuse to kind of take their foot off the pedal to relax a little bit That the administration will rejoin the paris accord will will will put some of these issues That have been ignored the last four years back into the public domain Do you think companies are at risk of pulling back right now? It sounds like trissa you think no I think not because The driver for companies that I see are their customers The customers are the ones saying we we have this expectation. So Dell You know as a company we feed into everybody else's numbers their their cdp You know if you're gonna go scope one scope two scope three Our customers have a lot of demands And so I don't I don't think it'll take to put off the pedal at all. I don't know tom if you see something different Yeah, I would I would agree with that. I think you use the right term with a north star I mean if if you have your your focus on on that bigger picture You know and in most of the company certainly john hancock is part of man life, which is the global company So the u.s. Market is a really important market, but we're operating globally So I think you know the geopolitical issues are are bigger than just the states john, but I do think the The heightened level of anxiety around some of those issues and social issues specifically certainly raised The the the expectations for us and others as an employer for our employees looking after Kind of our values and their values So I think there's no question the last few years Have amplified kind of the company voice or the need for the companies to feel like they have to have more of an external Voice on some of these issues that may be previously But I I don't think there's putting a genie back in the bottle there I think I think if anything the expectations are just going to continue to rise Tom John Hancock is a company that's firmly rooted in boston and Massachusetts Tell us a little bit about what the company does to strengthen its relationship with with the city and the people of boston even though that's not The base of your you know your customer base presumably You're obviously a big national company and part of a global operation so but I think that that Your connection to that local area is strong. Can you tell us a little bit about what the company does to foster that? Yeah, maybe I'll do it John through the lens of our sponsorship of the boston marathon because I was having this conversation with somebody the last time I did a work related event In the city of boston Was on march 13th and it was to be at city hall with our CEO To at the time and it feels naive to think that this is what we were doing to reschedule the boston marathon from april to september And the part of the time was give us a few more months and we'll be able to run the marathon like normal and of course Obviously, uh, we still sit at our homes in in uh in november. So, uh, it just it it kind of harkens back to Really the beginning of covet but but also our place in the city because The marathon would have been a sponsor of the marathon for 30 plus years and live through, uh, you know a tragedy in 2013 Are living through a real Challenging year with a marathon in 2020 with covet But at the center of the marathon as community and so we've built what I would Describe and often describe as you know best in class Sponsorship programs to benefit our community partners through the marathon And many of them are the hospitals that that that are world-class institutions in the city of boston And so whether it was in 2013, you know teams were like 2019 The boston marathon generated 38.6 million dollars for nonprofit organizations in and around the boston area a record number In 2020 despite the disruptions with covet It's gonna we announced that it was over 32 million dollars about a month ago So still a lot of money raised in 2020 despite covet 2021. There's still a lot of uncertainty about Whether there will be a race it was just rescheduled to some point in time in the fall to give it the best chance to be run But there is so much community impact that that has driven through the marathon and then you know a level of pride amongst the city that uh, that this is our marathon and especially coming out of the devastating Events of 2013 and we all I hope saw you know the boston strong, you know the creation of the one fund Hancock's just been a part of it and it's a part of our community a part of our Uh company and a part of our culture And so there's a lot of other things john we can speak to him through through the course of this discussion That I take great pride in that the company is involved in but the marathon is a is a thread line Throughout all of our activities because it generates so much social impact and is tied to the governor and the mayor And it's such a big event in the city of boston that it's traditionally one day in april But the impact the interactions the intersections that we have with partners large and small Run throughout the year and so just incredibly proud of the work We do with the marathon and it just gives us a grounding in the city of boston that elevates our profile locally, but arguably You know nationally and internationally by way of the the um nature of the race Yeah, and and a lot of reputational equity that transcends the People of of boston is as you noted Tristan i want to ask you a lot of the work that you do at centers around climate And companies making an impact there What are you seeing with respect to covet and the intersection with climate? Has it been Something that has taken the eyes off of climate for the companies you advise or Or are they leveraging this moment to shine a light on what science is telling us and the the need to follow science To to the climate crisis As we make our way through Through the pandemic. Are you what are you singing with respect to climate right now? That's a great question It's it's kind of interesting because initially, you know, there was the theory that Covid wouldn't hit the warm climate area So maybe climate change was good because covid would just not show up if you were hot But obviously i'm in texas and we are clearly a hot spot. It's funny warm here Um, so that was kind of a weird start to all of the cova, but again If you follow the science, um That wasn't actually true, but so I do think In an odd way, it's kind of boosted The reliance on science um I know that the country's been a little divided on some of these issues, but it I don't think, um Globally that that's really been the case. I think most places really are Taking science very seriously. I think it will continue to be taken seriously Um, and whatever administration comes comes next, but hopefully You know, they'll really look at that and the science behind climate change is significant. It's um That hasn't that hasn't changed if anything. It's just gotten a little bit the The need the pressure's on it's on higher than it has been And the expectations among stakeholders continue to to be To be strong on climate. I mean I I saw in the preliminary results of the us election the um The exit surveys where people who voted are surveyed and asked what Their views are on some of the big issues And it provides a little bit of insight into How and why the us election broke the way that it did, you know every four years um And that two-thirds of the voters who voted in this election Recognize climate as as a serious problem that needs Addressing and I I can't imagine that that number has ever been higher in the us Yeah, I think also the severe weather events just in general the united states It's interesting if you look globally the united states has actually Hit more often than any other country with severe weather events We we tend to we have the infrastructure generally that we don't have maybe the damage you would have on a small island But we have the largest impact and it has impacted supply chains significantly Over the last seven years it's increased like 27 percent. So it's it's a problem. It's for business. It's a business issue Yeah, and businesses are moving quickly to address it Is that is that your assessment at this point in time? Oh, absolutely, and I think Where are they located and where is their supply chain go that you're going through miami? You're going through norlands Even baltimore baltimore has sunny day flooding. It doesn't even have to rain So does norfolk so you really have to be very focused on where your supply chain is and how you're going to get your product moved Yeah Tom I want to turn back to handcock for a second and ask, you know as primarily a b2b company You have recently launched a very consumer focused initiative that As I understand it has a strong link to social impact and purpose Can you talk a little bit about that and maybe explain what that is and why it's so important to to john handcock's work? Sure, yeah the the references to john handcock vitality and For everybody's benefit john handcock is largely known as a life insurance company We also have another side of the business around wealth and asset management But on the insurance side of the business as a life insurer who have been insuring lives for 150 plus years in the traditional way as Many other companies have been doing as well But up and until a few years ago You know if anybody has had the privilege or pleasure of buying a life insurance product It's it's not all that fun not all that easy Uh and the benefits of it really are just peace of mind They're really important and you know having the financial protection for you and your family are critically important Are still really the foundation of the of the products, but if you just step back and ask the question Uh, what industry should care more about your long-term care and your long-term health? Then the the life insurance industry there's really not one Really all that close to life insurance companies, you know, we benefit from our customers living longer healthier lives And so if you think about what many of us have likely through our employers through health insurance kind of the incentive Nudge you for healthy behavior. Those are now built into our life insurance product And so anything that can encourage incentivize reward Our customers to take steps to live healthier lives We we try to you know encourage that on their journey So you you buy a life insurance product. I'm a customer So I have the benefit of kind of talking about this through firsthand experience I'll give you one example We have an apple watch program wearing it now And you can get a free apple watch essentially at the beginning of your product journey You pay $25 plus tax so it ends up being around $50 And then you owe $15 at the beginning of every month for two years Kind of a payment plan to equate to the value of the apple watch If you move over the course of those 30 days in a month or so You're going to work that $15 down to zero 10,000 steps a day going to the gym So it's just this great incentive, you know, if you told me Sean that you were Going to give me $15 if I moved a lot over the course of the month I'd say I don't really need your $15 But if if you said that I owe you $15 if I don't do some things that would make me healthy Then I'm going to where I don't want to give you my money. And so it's just this interesting behavioral science piece of the product but just to the point of reputation and and tying it to customer Engagement interest again, you go back to the typical engagement that all of us have historically had with life insurance companies It's a bill and a privacy statement and almost no other interaction We now with a john hancock vitality program have 40 plus interactions with our customers weekly An nps score net promoter score, which we use as a measure of reputation You know went from in a traditional product negative six with life insurance To a plus 40 give or take depending on the year So it should totally transformed the way that we engage with our customers and a byproduct of that Is engage the way that we think about impact And so it's not just the business over here trying to help people With financial protection projects and our philanthropy over here trying to incentivize certain things within the community It's syncing up the model that we've taken with vitality To provide access and opportunity to our partnerships in the community and speaking through the same Lend of impact that we're trying to create both for customers and community So it's just really transformed the way that we approach Both customer engagement and community engagement all through the lens of trying to find behavior change to promote healthier living And so really exciting. It was not a corporate responsibility Initiative that the business bought into it was very much a business initiative That the corporate responsibility team is really laddered into to try to see how we can affect change in a deeper and more meaningful way in partnership with them That's such an exciting initiative. It's it's so great. It's it's serving a lot of interest at the same time it's a one of these win-win solutions for For john hancock for your policy holders and for the the health of this country You worked in politics before your time at john hancock. I did too. I didn't mention that in my intro I served in the obama administration. We had a let's move initiative led led by the first lady michelle obama, which you know To stain some real big impacts Along the way that we were able to measure But when the private sector is is in the game too Being a force multiplier. You have the public sector and the private sector pushing Towards behavior change Solving some of these big problems that are costing the country Both in terms of life and health, but also economically then You know the the impacts start to grow exponentially And it's it's it's true in climate. It's it's true across the board of all these areas. It's it's it's both Heartbreaking a little bit from someone who's served in government and in politics for so long um But also encouraging in in the sense that the public's lost faith to some degree in government's ability to impact these big challenges that we face as a society and they're applying pressure more Successfully on the private sector on companies who are seemingly more responsive right now Then then some governments to to address these these issues that are affecting the society So it's super exciting to see not just the sort of the big high-level Topics like like climate being addressed by companies when it's in their interest to do so But even down to some of these You know sort of smaller individual habits That we all should be practicing But maybe don't have the incentive until we we run into a program like that um Real quick before I move on to trissa, but I see a comment here a question in the chat That uh asks if the full purpose premium index report is available as well Andrea, I think you're still on you just went off camera We have Yeah, maybe you can speak to that. I know we have done multiple iterations of the purpose premium index I don't know. I know our our earlier versions are are available. Can you can you talk about what is available right now? Of course. So as you said, we have been running the purpose premium index since 2018 and um shortly we will be Launching the 2020 purpose premium index on our website. So you can take A look for it at porto novelli.com flash news and you will find a link to all of the results that you saw today. Thank you And also just add to that port novelli has been surveying consumer perceptions on purpose Beyond the premium index the premium index is designed to really understand How much purpose is affecting the financial performance of companies? We have a a lot of other research that shows consumer sentiment um On this topic consumer expectations is probably a better way of saying that the things that they are demanding that companies do Which companies are responding to? um And all that's available on on our website as well. We've been tracking consumer sentiment even during the pandemic to see if it might change along the way would would Would consumer sentiment ease back a little bit? um thinking maybe that companies have more urgent needs uh to address right now than Than purpose and and we found that consumers have not given companies slack Or or or a break from their expectations. In fact, if anything it's increased as has been has been said a few times um Trista you We didn't mention that you were once at del you brought up del A few minutes ago Tell us somewhat What you what you can about the way that you all measured Company performance as it relates to your sustainability initiatives and your corporate reputation Because I think that there's probably some lessons in the metrics that are used to um To quantify and track the financial performance Relative to sustainability or or purpose initiatives. Can you talk a little bit about that? I was the former chief responsibility officer Very much like tom tom's role was responsibility for our philanthropy and sustainability and employee engagement So we we use a number of different methods So there was some financial and i'll get into some of that in a minute, but there were also the reputational so we did things like we would do um periodic checks on social media and where you know How were we reaching people was our message getting out and one of the things we found is that on social media for specifically twitter um The the tweets that went out that had to do with csr and purpose of the company Had twice the engagement rate on the average of any other Tweet that came from delt from anybody and so I shouldn't say specifically michael delbit from from the corporate offices So that was a real eye opener. The other one was in 2013. We did our soft launch of our 2020 legacy of good Which was our long-term sustainability? plan for the for the company We compared that to 2015 And this is in media impressions And and we've done a lot of work with our marketing team at the time So to help us get the message out on what our long-term goals are and Get to have conversations with our customers make sure they understood what we were doing and how it would benefit them And our media impressions from 2013 to 2015 quadruples And by the way the sense is positive We went from 3.3 Impressions 3.3 billion to 11.8 billion In just those years. So there's pretty significant numbers involved that I think really help with your customer base and your stakeholder base there And I can get into the financial now or we can save it for later. Yeah, no, please. I'm very curious to hear that part We created a dashboard for our executive team And we would have the programs that we had launched through our CSR and we would measure it across a number of factors So co2 savings Financial savings and I'll give you a couple of examples We had a program to go to zero waste packaging. It was one of our long-term goals And in the process of doing that they did things like shrink the size of the packaging which also shrunk the cost of the shipping etc And this data was back from 2017. So from 2009 to 2017 We saved the company over 65 million dollars just on on packaging costs That that's real numbers for any any business We also were the first company to do The circular recycling of plastics from our recycled products and putting it back into our new products That also had a lower co2 footprint as well as in our first six months of doing it We saved over a million dollars for the company So there are real dollars associated with real programs that are still in existence today And and those those made a difference to your cfo and your ceo Important internal stakeholders Yes And just to remind her we have about 10 10 12 more minutes here If you do have a question you want to pose to to either the panelists or Andrea You can go into the cap function and to be over on the right hand side of your screen Click on the chat Tab and and then you'll see the start typing prompt down at the bottom I might have a question for you On the advocacy side Because that's part of your portfolio as well And I know That you guys have been involved in conversations in dc And maybe in the state capitals as well Around I would say non traditional topics as it relates to an insurance company Can you can you talk a little bit about that? and And how it became part of your overall Purpose engagement or social impact engagement Yeah, if you if you think about just you know all of us assess What our company's core capabilities are and Trisha just highlighted you know the packaging example about kind of Producing and then changing the way and saving money. You know, it's just that's that's not philanthropy It's not you know employee engagement But it's a core to the business and looking at how you can affect change by way of your capabilities across the entire enterprise And I think one of them and it highlights something you mentioned earlier Sean just expectation around where your voice shows up and and on what issues are you going to be? Advocating for whether it's a statement that you put on your website or whether you go down to Washington DC and and talk about real change And so traditionally not surprisingly Hancock uses its political capital, you know through traditional means just around insurance and financial services issues But in the last few years and it ties back to the vitality product We've gone down with One of our key community partners the Friedman school at Tufts University Friedman school of nutrition Their dean is just an extraordinary Leader an extraordinary advocate and he's been pushing hard for better coordination of of nutrition across all federal agencies And it's a conversation that's been going on for some time and certainly anybody that's on this In this session that represents a food company is very well aware see The first lady former first ladies initiative going back a dozen or so years rising the profile of Physical fitness and and good nutrition certainly in our schools and beyond yet. There's really no Coordinated across all of the federal agencies approach to nutrition You know there's pockets of it that exist and on every federal or agency And the dean of the Tufts school actually points to and it wasn't going to happen in this past administration That may happen in the future one or the current one. We'll see what happens, but the future one and There was a white house conference on nutrition 50 plus years ago with president Nixon There hasn't been one since and so just kind of highlights The urgency if you point to a lot of the challenges that we have in health care Many of them are centered on on food and nutrition I mean you you you get at physical activity and other things too But really core to the issues around nutrition And it's a really complicated issue to unpack with a lot of interesting stakeholders that come to the table with varying solutions that You know just don't really affect our industry. You know john hancock comes to it Without much baggage, you know, we're not producing food. We don't have a farm. We don't you know a whole lot of issues That affect the you know the the nestlies who are doing extraordinary work in the space But they're you know producing other things that might cause some of the challenges So You know, we've gone down to dc with with the dean on a few different occasions myself and our life insurance CEOs To lend our voice to that conversation and what the dean has said, which I really find Is a is a good example of of cross sector partnerships He says I go down to washington and everybody expects me to talk about nutrition You know the dean of the tough school of nutrition But you know when I go down there and I'm paired with the ceo of john hancock Nobody really expects you to talk about nutrition. And so for our voices to be brought together Is is powerful both on the substance But also we've used our our government relations networks to open up doors that he otherwise probably wasn't going to get a meeting with With a member of congress So it's uh, it's definitely been something That is I I would say is in our selfish interest though sean So this is not just about lending our name and lending our voice It's going down to dc and creating and fostering and deepening relationships with elected officials So who knows the next time we may call upon their office when something might might be going on and so andrea, I like how you phrased it earlier just putting or sean putting kind of Chips in the piggy bank by way of reputation. I'll give a really quick example Locally in boston that doesn't have to do with vitality and doesn't really have to do with anything by way of a specific initiative But we were going to build a building five or six years ago in boston. My team was involved You know anytime you're looking to go through the permitting process with the city It's a it's a whole Community process and we met with an elected official Not in city government but in state government about community part, you know community Leaders who are going to be a part of that process and state officials have the ability to dominate people And he said usually I get you know a lot of people knocking on my door trying to be involved in these Initiatives because they want to make sure things don't go sideways and their community interests are represented But I haven't on this project and so I called somebody and I asked them why And they said it's because it's John Hancock. I trust that they're going to do the right thing And so that wasn't something that just happened over one night It was a a lot of different proof points over a long period of time That led to that interaction and boy does it feel good when it goes that way So just another example just in a in a more Kind of micro local way that that speaks to the importance of advocacy Showing up and trying to do the right thing in every instance That's outstanding Trisha it it feels like we are are transitioning from a from a period where People in your role people in tom's role may have had a uphill Climb to convince leaders of the organization To embark on these kinds of things to where now Their people in your roles are Are getting the call from from the from the CEO from the company leadership from the board Saying can we do more is that is that what you're seeing is has have we hit kind of a tipping point in that push pull um tension Um You know I took over the role back in 2010 and delhad had a lot of programs in place and done a lot of work But It wasn't front and center in the sales person's mind How do I use the csr team to help me do anything? And as we watched over time the number of rfps and then that included evaluation not not evaluation criteria But requirements that you have an energy management systems in place and and increasingly detailed Environmental requirements in there started bringing us more into to demand and then the other really super important fact was that um Particularly in some of the european countries, but in the united states as well. We're starting to see uh Your company's performance on environmental matters be a weighted criteria in the rfp and that's when the rubber meets the road We had a one out of france. We had a 500 million dollar contract where um environmental performance was over 12 percent of the valuation criteria And the deciding factor when del won the contract the deciding factor and the ceo of that company told michael del this was Your csr performance your products do pretty much the same thing the other products do but you were far and above ahead That really starts to hit the road and then in our executive briefing center was where you know nice place We bring all our customers and bring them up to speed and have great conversations There's not enough people on the team there anymore to attend all the briefing sessions We've been invited to so you're definitely seeing the pull from the customers, which means you're going to see the pull from sales Yeah, that that's that's such a terrific anecdote and and or or it's a great development that that That demonstrates how broadly the expectations have Have been distributed. It's not just consumers who are out there running social media Kind of campaigns to get companies to do the right thing. It's it's coming from across across the board Are we seeing that with? investors to can either of you speak to that stakeholder and The expectations or the demands that are coming from from that side I'm happy to tell you the easy answer is yes, john I mean, there's whether it's you know, manual life as an investor, you know And we have an esg team that on our public and Private markets in and built within our general account that is now integrating esg and and making sure that uh, you know That's a part of our investment analysis And I'd say the same is true by way of investors To our business and assessing when and how they want to be making investments in in our company and really analyzing asking questions of us That if you you know look at today verse five years ago 10 years ago two years ago, they're they're far more Um, you know intentional in the esg space and you know the disclosures related to the space all of that stuff Uh connects in a very meaningful way and and it's accelerated and uh as you highlighted earlier You know it gets the attention at the highest level of the organization and Generally speaking and this is you know, all of us are at various points in their sustainability journey You know, you don't want to be reacting all of the time and you know That's not a good place for any of us to be and so how do we proactively address? All of the environments of social and governance issues that our organizations deal with And have a strategy about it and and that's I think where CEO cfo and and certainly within our organization We have an executive sustainability committee with you know, a global head of sustainability and just a whole lot of infrastructure and energy That that is organized in a fashion that wasn't Poppable for us at least in our journey 10 years ago And so just a lot of good momentum I would say in the space and currently driven in large measure by investors I'll just add real quickly. There's over 10 trillion dollars in esg investment today I mean assets that are focused on an esg outcome Which is significant and black rock for the first time Is actually starting to use it as you know, not a carrot, but a stick If you're not meeting those standards, they will not continue to invest in them. So it's it's serious