My Special AFLAC Duck: A Gold Standard For CSR Programs

by Charles Taylor, CMO Network
Aug 28, 2019 9:50 AM ET

A trend that may help companies reconcile the need to balance the shareholder and the broader stakeholder is the growth of investment in funds focused on the environment, sustainability and corporate governance (ESG). There is also increasing evidence that in general, more investors are factoring ESG practices into their choice of equities. Thus, companies are well-advised to engage in CSR efforts but simultaneously heed consumer skepticism.

So what should firms do to engage in effective CSR programs? Aflac’s “My Special Duck Program,” in which pediatric cancer patients are given a robotic version of the Aflac Duck to serve as a smart companion during treatment, is a prime example of an effective CSR initiative.

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