DI R ECT LI N E
Taking the direct road to social mobility SPOTLIGHT ON PENNY JAMES AND DIRECT LINE GROUP
DIRECT LINE GROUP IS ONE OF THE UK’S LEADING INSURANCE FIRMS, BUT THE COMPANY IS COMMITTED TO DOING A LOT MORE THAN JUST PROVIDING INSURANCE, AS WE REPORT HERE. Led by CEO Penny James, Direct Line has set out its vision to create a world where insurance is personal, inclusive and a force for good. To do this it has renewed its purpose: to help people carry on with their lives, giving them peace of mind now and in the future. This purpose has become a focal point of its plans as a responsible business as it looks to increase its social impact and positively impacts the lives of its people and local communities. It has already shown it understands that being a responsible business isn’t an add-on,
40
but is fundamental to how it does business every single day, and has embedded its sustainability strategy, across both people and planet, at the heart of this. It’s important to consider that planet and people are two sides of the same coin, and that’s why Direct Line’s commitment to responsible business spans across the ESG agenda. From its environmental focus on all buildings using electricity from renewable sources, and none of its waste goes to landfill - the bar it has set on preserving the planet is equally as strong on its people and community agenda too. Direct Line’s philosophy of making insurance personal is something that is firstly clear from how it delivers on being a great place to work internally, its focus on diversity and inclusion, and having a positive impact on communities. One of the key insights from Direct Line’s work is the level at which the company empowers its people. Indeed, many of the company’s initiatives and programmes are both founded and led by its people at all levels of the company; not just by managers or directors. From its Diversity Network Alliance, to its Social Mobility Network Employee Network, to its establishment of employee-led Community and Social Committees, Direct Line’s employees are encouraged to make active decisions and steer the future of the company’s strategy. Direct Line supports its people to have a voice and take leadership. It is well known that a good company culture isn’t something that can be implemented or imposed, but something that has to be lived. It’s something that is hard to measure, but is best measured by engagement of employees. The indication of high employee engagement through the leadership they have in many decisions, and particularly through how the company supports local communities and the placement of their local priorities at the heart
