In 2020, through internal and external market research, the issue of domestic abuse emerged as a space where Allianz could make a meaningful difference. This research highlighted a key insight; that while homes were protected, the people inside them weren’t, and that was something we wanted to play a part in changing.
Insurance, at its core, is about protection. And Allianz’s purpose is to secure people’s futures. And so in 2021 we established a three year partnership with Women’s Aid and committed €1 million to tackling the societal issue of domestic abuse.
The backdrop to our partnership was a poorly viewed insurance industry, where consumers lacked trust in the sector. As a business, through our charity partnership, we wanted to drive positive social impact, while demonstrating our brand values, supporting our growth ambitions and differentiating ourselves from our competitors by increasing trust in our brand. Showing how taking a strategic approach on a societal issue could benefit our business and deliver tangible results.
After spending the first year of our partnership encouraging women subjected to domestic abuse – the World’s Strongest Women – to start having the life-saving conversations needed to break the cycle of abuse, we realised that we had an even bigger job to do. While more and more women were speaking up, the stigma surrounding the societal issue of domestic abuse was still there. So we widened the conversation, and invited the rest of the country to the table.
