Founded in 1839, Gore Mutual has a legacy built on protecting businesses and communities. At the heart of Gore Mutual’s strategy is a strong commitment to purpose. The company understands that being a mutual does not automatically make it purpose-driven. Rather, mutuality provides the framework to define and generate value through purpose for employees, members, broker partners, and communities alike.
This commitment is embedded in a structured, three-phase approach:
- Purpose platform (2020–2023): Establishing the baseline for purpose by engaging stakeholders and creating qualitative and quantitative measures.
- Value creation (2023–2026): Implementing and scaling initiatives that generate measurable impact.
- Purpose driven (2026–2030): Making purpose an intrinsic part of business decision-making, ensuring long-term sustainability and growth.
Purpose-driven strategies are not limited to internal operations. Gore Mutual extends this philosophy to its broker partners, suppliers, and investment managers, ensuring that all stakeholders align with the company’s values. The model is supported by a governance structure where the purpose team reports directly to the CEO and board of directors, fostering accountability and alignment with strategic objectives.
In 2022, Gore Mutual launched the Purpose Partnership, a collaborative initiative engaging ten strategic broker partners, many significantly larger than the company itself. Recognising that many brokerages were eager to integrate purpose into their operations but lacked the resources, Gore Mutual facilitated a structured, year-long programme. To reinforce the impact, Gore Mutual allocated a fund of CAD 250,000 to support broker-led community initiatives, enabling participants to put their learnings into practice. This initiative has not only strengthened relationships with broker partners but also positioned Gore Mutual as a leader in purpose-driven collaboration within the insurance sector.
At the core of Thrivent’s (USA) operations lies its guiding principle: to help its clients live lives of service and faith. By distilling its purpose into seven simple words, it is memorable and easy for employees to internalise. Thrivent uses its purpose as both a “beacon” and a “filter” to guide its decisions and actions. A beacon attracts individuals and organisations that share similar values; while a filter helps to eliminate choices that don’t align with the company’s mission. This dual role of purpose ensures that Thrivent remains focused on initiatives that genuinely reflect its core values.
For example, Thrivent uses its purpose to evaluate potential partnerships. The organisation actively seeks collaborations that align with its mission to empower communities through service and faith. One notable partnership involves the Minnesota Twins, a major league baseball team. Rather than a traditional brand sponsorship, Thrivent and the Twins created a unique collaboration that centres on giving back to local communities.
One of the most significant areas where Thrivent’s purpose plays a role is in the way the organisation delivers its financial services. Unlike many traditional financial services firms that focus solely on wealth accumulation, Thrivent integrates the idea of generosity and service into its financial planning process.
For Thrivent, purpose-driven financial planning means helping clients build strong financial futures while also considering their broader role in society. This is achieved through a tool called the “Financial House,” which guides clients to create well-rounded financial plans. While other firms might focus only on saving and investing, Thrivent’s financial advisors emphasise the importance of giving back, encouraging clients to incorporate charitable giving into their financial strategies.
This approach reflects the company’s purpose of helping individuals not just accumulate wealth, but also use their resources to serve others. Thrivent’s financial services go beyond traditional transactions; they are part of a holistic, purpose-driven strategy that helps clients achieve not only their financial goals but also their personal and philanthropic aspirations.
Kokumin Kyosai Co-op and CO-OP Kyosai, two Japanese cooperatives are pioneering innovative initiatives that go beyond financial protection. Their commitment to mutual aid and community development is evident through various collaborative projects that aim to create a safer, more sustainable society.
One of the most significant achievements of the two cooperatives was the 25 million signature petition campaign advocating for a public disaster protection system. Following the devastating Kobe earthquake in 1995, there was a growing awareness of the need for government-supported disaster relief. The campaign successfully garnered support from one in five Japanese citizens at the time. As a result, in 1998, a public disaster relief system was established, ensuring financial support for those affected by natural disasters such as earthquakes and typhoons. This movement highlighted the power of collective action in influencing national policy.
Recognising the need for stronger collaboration, a joint council was established by Kokumin Kyosai Co-op and CO-OP Kyosai in December 2018 to facilitate cooperation between mutual aid organisations. The council serves as a platform where both entities share information, discuss challenges, and develop joint strategies to address pressing issues. To further solidify cooperation, an employee exchange programme was introduced, allowing staff members from one cooperative to work in another for a period of two to three years.
With a strong commitment to child safety, the cooperatives have undertaken initiatives to protect young students from road accidents. Recognising that children, particularly around the age of seven, are highly vulnerable to traffic-related incidents, the cooperatives have donated over 1.4 million crossing flags to primary schools across Japan. These flags help alert drivers when children are crossing the street, significantly enhancing road safety. In 2023 alone, 13,050 flags were distributed to 261 schools nationwide, reinforcing the commitment to safeguarding the next generation.
Preparedness is key in mitigating the impact of natural disasters. Through educational initiatives, the cooperatives provide the public with critical information on disaster prevention. Ground surveys are conducted to assess local risk factors, and virtual reality equipment is made available to simulate earthquake experiences. These efforts aim to raise awareness and encourage proactive measures to reduce vulnerability to disasters. The cooperatives also leverage social media and digital signage to promote disaster insurance, ensuring that more individuals understand the importance of preparedness.
Session speakers:
- Gaby Polanco-Sorto, Vice President and Head, Purpose and Sustainability, Gore Mutual (Canada)
- Steve Prentice, Vice President, Client Insights & Strategy, Thrivent (USA)
- Tadao Takahashi, Senior Managing Director, Kokumin Kyosai co-op (Japan)
- Toshiaki Wada, President, CO-OP Kyosai (Japan)
- Ayanda Seboni, Group Executive: Mutuality, PPS (South Africa) moderator
