End of 2017, Generali Group launched a new global initiative for the community: The Human Safety Net (THSN). Connected to its purpose and deployed in 23 countries (16 in Europe), it addresses some of the significant social challenges focusing on vulnerable families and refugees’ entrepreneurs.
Moving away from the traditional philanthropy approach, Generali decided to integrate THSN in the Brand Mission, adding a new dimension: to maximize our social impact for vulnerable people in the community. Conceived as a net, THSN is activating all Groups’ assets, including our people, through volunteering. To further amplify its impact, we decided to activate our voice to encourage external forces to join us.
To do so, we launched in 2019 our new sponsoring concept: The Community Sponsoring. We focused on participative events like running to express our concept of building a NET of people helping people. A new sponsoring objective was added: becoming an amplifier of our community impact to engage others to join our efforts so that, together, we can help more people.
We created an integrated approach to connect each step of the sponsoring activity to our community engagement. We built an ROI measurement framework made of 3 impact dimensions: for the beneficiaries, for the brand image, for our employees. In 2019-20, this approach helped us to direct € 6,3 million to help vulnerable people, reaching over 30,000 beneficiaries, and 47 NGOs decided to join the movement. Generali received several awards for its community engagement, and we measured a first positive impact on employees’ engagement and retention. This successful approach is now our new standard for sponsoring.
