How woke is Assurant?

Introduction

Assurant, a global player in insurance and warranty services, has taken its commitment to social justice to another level, embedding it throughout its policies and public statements. This company is vocal about its diversity, equity, and inclusion (DEI) initiatives, open LGBTQ+ support, and emphasis on environmental justice. 

For those attuned to spotting “woke” trends, Assurant stands out. Below, I break down how Assurant’s corporate practices in DEI, mandatory training, financial contributions, LGBTQ+ initiatives, and branding align closely with the progressive agenda. Let’s dive in and see where Assurant’s loyalties lie.

Financial Contributions to Progressive Causes

Assurant isn’t shy about its position on social and environmental issues, particularly climate justice and equity. Its 2023 Sustainability Report is a goldmine of statements on its commitment to addressing climate change and pushing for “social equity.” The phrase “social equity” often doubles as code for policies beyond environmental initiatives, edging into social engineering territory​.

Then there’s Assurant’s Social Responsibility Page, where they make it clear they’re “deeply committed to addressing social inequalities and environmental sustainability as part of a broader mission to impact communities and drive societal change positively.” 

The language here is unmistakably about more than just business. Assurant is signalling a firm stance on today’s social justice trends, which some customers might find progressive. In contrast, others view it as overstepping the boundaries of corporate responsibility​.

Prioritization of DEI Policies

In terms of diversity and inclusion, Assurant has implemented policies that put identity front and centre in its hiring practices. Named one of the Best Employers for Diversity in 2024 by Forbes, Assurant celebrates this recognition with a statement that reflects their priorities: “We are honored to be recognized by Forbes…this award reflects our commitment to fostering a diverse and inclusive environment where everyone feels valued”​. 

But what happens when diversity metrics eclipse qualifications?

Take a closer look at Assurant’s EEO-1 report, where they state, “Our EEO-1 report demonstrates our efforts to build a workforce that mirrors our diverse customer base, with a focus on underrepresented groups.” 

By focusing heavily on identity markers, Assurant seems to invest in a “representative” workforce rather than strictly merit-based hiring​. Their DEI Blog doubles down on this approach: “At Assurant, we are committed to fostering a diverse and inclusive environment through intentional DEI strategies, including targeted hiring practices and representation-focused initiatives”​. 

While Assurant likely sees these policies as progress, they impose a corporate-driven quota system that undermines individual merit.

Mandatory Training Sessions

Assurant’s DEI push extends to mandatory training sessions, where employees are expected to tackle topics like unconscious bias and microaggressions. According to the 2023 Sustainability Report, “Assurant’s training initiatives include education on unconscious bias, ensuring that our employees are aware of the invisible barriers that may affect workplace dynamics”. 

On the surface, this sounds like fostering understanding, but these sessions encourage an atmosphere where people walk on eggshells, unsure if an offhand comment might be offensive. This approach may promote a particular worldview while limiting open dialogue.

Support for LGBTQ+ Initiatives

When it comes to LGBTQ+ support, Assurant means business. They’ve established a Pride employee resource group, and their Pride Blog proudly shares, “Assurant proudly celebrates Pride Month, acknowledging the unique perspectives and contributions of our LGBTQ+ team members and promoting inclusivity”.

To add a personal touch, Assurant has shared the story and experience of one of its employees, Rodrigo. “Rodrigo’s Story reflects the significance of LGBTQ+ inclusion at Assurant, where we encourage employees to bring their whole selves to work,” the company shared. 

While this may be well-received by some, it also indicates a company actively engaging in identity politics, which could create divisive dynamics in the workplace.

Marketing and Branding

Assurant’s branding strategy seems equally as “woke” as its policies. The company has embraced a new brand identity that appeals to consumers interested in social responsibility and activism. According to their Brand Identity Launch, “Assurant’s new brand reflects our commitment to progress and community values, showcasing our focus on social responsibility and the betterment of our world”. 

This direction is great for those who want a brand that mirrors their values but may alienate those who prefer a company focused on products and services over social statements. Assurant’s approach to content-driven marketing highlights the depth of its commitment to these values. 

In their Content4Demand Case Study, Assurant shows how aligning content with social responsibility “can deepen engagement with values-driven consumers,” which clearly defines the type of customer they’re targeting​. While this may work well for Assurant in today’s market, others may argue that a brand can’t please everyone, and by aligning so strongly with progressive values, they risk alienating a segment of their audience.

Conclusion

With its commitments to climate justice, DEI quotas, mandatory “woke” training sessions, and prominent LGBTQ+ advocacy, Assurant has made it clear which side of the cultural spectrum it aligns with. By prioritizing ESG values, progressive DEI policies, and aligning brand identity with modern social agendas, Assurant appeals to progressive stakeholders but may distance itself from customers seeking a more neutral, apolitical approach. 

Whether you view this as progress or corporate overreach, one thing’s for sure; Assurant is in on the woke agenda.