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Better People Make Better Customers

March 12, 2009

responsibility project

liberty mutual video link

To see this video, you may need to press "Replay Intro Video"

If you forgot to take your meds for a couple days, then happened upon the insurance commercial called “What Goes,” you probably choked back a tear.  That’s the commercial that came out in 2006 containing of series of good deeds:  a man picks up an anonymous baby’s toy off the ground, then a person who saw that gave a cup of coffee to a man fishing for change, and another woman protects a man from falling boxes, and so on.  It ends with these words:  “When it’s people who do the right thing, they call it being responsible.  When it’s an insurance company, they call it ‘Liberty Mutual.’  Responsibility.  What’s your policy?”  LM has since produced a couple similar commercials.  You can see the first commercial here.

According to their website, The Responsibility Project, the response to this commercial was so overwhelming positive, they thought, 

if one TV spot can get people thinking and talking about responsibility, imagine what could happen if we went a step further

So they developed The Responsibility Project website that posts commissioned short films intended to inspire discussion about what “responsibility” means.  And to allow for commentary and discussion about current issues hitting the news thinking about integrity and ethics.  They put their money where their mouth is.

I love this thought from their site.liberty mutual

As an insurance company, we like responsible people. Because people who believe in doing the right thing don’t just make better people, they make better customers.

Stop by there, the videos are thought-provoking, insightful, and funny.

The Responsibility Project brought me back to what this blog has been about from its inception over a year ago:  searching for and celebrating businesses that look at our real needs and offer us opportunities to join in.

I published this in November of 2007

Rarely connected to the stuff we get promoted at us, our real needs are more spiritual, more material if we are poor enough, and more physical. They are more basic, more primal, and more painful, and therefore more deniable. We need relief from the pain of failure or poverty or invisibility. We need acknowledgment as human beings or escape from forces that make us less than human. We need a cleaner environment or cleaner political leaders. We need justice where there is violence and “ism’s,” we need grace for our inadequacies. We need educations. We need better health. Some of us need shoes that fit.

We need integrity, too.

These ideas were why I coined the phrases, “consequential value” and “pastoral marketing.”  And I would invite you to take a look at the Page links at the top of the this post to think again about why responsible people are in business.

I don’t know if Liberty Mutual Insurance is actually an upstanding business.  But I sure like what they say they are trying to do.

One Comment leave one →
  1. March 23, 2009 10:07 pm

    Responsibility Project…nice.
    The last paper I wrote in college in 2000 was entitled, “Need Versus Greed: Ethics in Marketing”.
    The whole objective of marketing is to get people to buy, buy, buy.
    So many young people are coming to the USA to get their MBA’s.
    And USA MBA’s are called “little foxes”.
    We are training the future of other countries to be nothing more than conspicuous consumers.
    And that is frightening.

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