Context
Established in 1945, The Co-operators was described by Albert Savage, one of the original founders of the company, as “an acorn that will grow into one of the greatest oak trees of the cooperative movement.” At the time, Savage was expressing the aspirations of both staff and clients. The Co-operators was built by farmers in a bid to take care of themselves and their communities when traditional insurers did not meet their needs. Since 2010, the organisation has consistently been ranked among Corporate Knights’ “Best 50 Corporate Citizens in Canada” – including #1 rankings in both 2011 and 2019. Since 2018, The Co-operators has also been recognised as one of “Canada’s Greenest Employers” for effectively creating a culture of environmental awareness and action across the group of companies.
Vision
The Co-operators aspires to be valued by Canadians: To be a leader in the financial services industry; distinct in its cooperative character; and a catalyst for a sustainable society.
Mission
The Co-operators: financial security for Canadians and their communities. Value proposition As a Canadian-owned insurance company, we’ve been helping Canadians insure the important things for decades. You will find a home, life auto or travel insurance with us that is exactly what you need.
Slogans and taglines:
‘It’s our world’ ‘Together we can make it better’ ‘A better place for you’ ‘Built with a purpose’.
Promotion:
Over the years The Co-operators has used its position as a leading Canadian cooperative in its advertising and other internal and external communication. By example, this International Year of Co-operatives social media video explains cooperation and how being a cooperative is core to The Co-operators. Its advertising and communications often touch on cooperative values and how they drive the way The Co-operators operates and treats its clients.
Since 2013, The Co-operators has successfully evolved its values-based proposition and more recently has shifted focus from being ‘Canada’s most responsible business’ to ‘becoming a leader in responsible business, locally, nationally and globally’.
The Co-operators is fiercely proud of its cooperative structure and what being a cooperative means.
It continues to create many video assets to help mitigate risk and educate members and the general public alike.
Visit the YouTube video library
It also creates video assets to explain its points of difference.
