One of ICMIF’s Finnish members, the Tapiola Group (now LocalTapiola Group, as of 1 January 2013) was recognised as being the most responsible organisation in terms of Corporate and Social Responsibility (CSR) in Finland’s financial sector, following a poll carried out by prominent research organisation, TNS Gallup. The poll looked at corporate reputation and responsibility in 2012 across Finland’s insurance sector. In addition to Tapiola, the research covered other insurance organisations: If, Ilmarinen, Nordea, OP-Pohjola, Sampo Pankki, Tryg and Varma. Overall the image of the financial industry in terms of CSR was seen to have deteriorated in comparison with 2011, however, Tapiola succeeded in demonstrating having improved its CSR image. (The merger between Local Insurance and Tapiola was not taken into account in the research.)
Anu Pylkkänen, Director of CSR, LocalTapiola, says “As a mutual company we decided that corporate responsibility must be at the heart of the company’s strategy. We are really pleased that the long-term, high-level commitment to CSR work within our company has now been recognised and rewarded.”
The research included an analysis of the reputation and responsibility image of the various insurance companies reviewed in the survey. The results were published at the end of January 2013. In terms of reputation, the responses confirmed that consumers considered “products and services” to be the area in which Tapiola Group performed best. “Financial and social responsibility” was considered the second best area of performance for Tapiola Group. Tapiola Group performed well in all areas of business that were reviewed as part of the poll but were deemed to have had most success in the areas of products and services and also in environmental responsibility.
Reliability, professionalism and financial responsibility equal a firm image
Responses to the survey confirmed that consumers believed that the principal strengths of the Tapiola Group in 2012 in terms of reputation were reliable delivery and services, professional staff and financial responsibility. Tapiola was also considered to be a customer-oriented and stable organisation which offered high-class services. The responses to the survey did not highlight any areas which could be considered as critical areas for development within the group, which also confirmed the solid reputation that the Tapiola Group held amongst consumers in Finland during 2012. Another key focus for the research on consumers’ views of the reputation of the financial industry in 2012 was that of transparency.