Challenge

Legal and General are an extraordinary organisation with the ultimate business model of ‘Inclusive Capitalism – the principle of doing good business whilst delivering good for society. But this was a best kept secret, only known and understood by a minority within the City of London. As competitors started to claim similar higher ground, it became essential that Legal and General assert this core strategy more fully, increasing broader awareness of it.

Solution

We needed to maintain inclusive capitalism as a core guiding business model while making it more understandable to internal audiences as well as the general public. To do this, we established an ambition of ‘putting society in business’, decoding the inclusive capitalism narrative into a series of accessible supporting messages and proof points that employees felt proud of and comfortable communicating. The result was a more confident organisation, united around a fundamental and authentic sense of purpose.