For centuries, humans have been fueling their economies in ways that are harming our planet. Historically, insurers have unwittingly played a role in this by underwriting huge oil and gas installations. However, over the past decade or so, our planet has raised a series of red flags that can no longer be ignored. From catastrophic hurricanes and atmospheric rivers to million-acre wildfires and tornadoes, responsible insurers are recognizing that climate change is real and deadly – and that they can be a part of the solution.
All across the country, customers, employees, shareholders and other stakeholders are increasingly expecting companies to tackle environmental, social and governance issues. In the energy space, shareholder activism and public criticism has focused on business activity related to the fossil fuel industry and seeks to pressure companies to make changes that move toward sustainable energy investments.
Fortunately, Travelers is taking note and trumpeting changes to the way it does business. The “Empowering Energy” video is just one example of how we aim to clarify our role by underwriting a growing portfolio of renewable energy resources.
“Empowering Energy for Today and Tomorrow” was created to raise awareness of Travelers’ multifaceted approach to climate-related risk and underwriting. Its key message clearly articulates our commitment to supporting energy practices that support our wellbeing while accelerating the world’s transition to a sustainable future.
Featuring experts from three of our energy sectors, the video is a testament to Travelers’ commitment to providing our customers with products and services that mitigate environmental impact while supporting positive change in the industry.
In order to ensure that our message of hope reached the right targets, we used first-party data to create custom audiences for our agents and brokers. Cutdowns of the longer video were developed for use on connected television (streaming apps and sites) for our agent and broker audience where these commercials are focused to run for their full length.
Over 179,000 emails featuring the videos were delivered. The campaign results were impressive. We achieved:
Media impact surpassed expectations:
