Purpose 360

Aflac’s Catherine Hernandez-Blades shares how the “Four Es” guides Aflac in evolving its CSR commitments – including creating a very special duck for children with cancer

Show Notes

You probably know the Aflac Duck, but do you know the company behind it? Catherine Hernandez-Blades, Aflac’s SVP, Chief ESG and Communications Officer, joined Purpose 360 to share how Aflac deftly manages reputation in a volatile world and bestowed a new social purpose on its beloved mascot.
As a cancer insurance pioneer, Aflac has a now 24-year, $131M commitment to childhood cancer. Two years ago (in partnership with Carol), the company evolved and deepened that commitment by creating My Special Aflac Duck, a social robot and comforting companion for children with cancer. That duck, designed through 18 months of child-centered research at a leading U.S. pediatric cancer center, is now in the arms of 4,000+ children in the U.S., is the recipient of nearly 20 awards, has 4 patents pending, and is soon set to debut in Japan.
Listen to hear Catherine’s insights on the My Special Aflac Duck journey, as well as:
  • Aflac’s shift from the “Four Ps” to the “Four Es” – environment, engagement, experience, and exchange
  • Why doing good is no longer enough to connect with stakeholders and attract the best talent
  • The key to keeping long-term cause commitments relevant, engaging, and impactful
Resources + links

What is Purpose 360?

Business is an unlikely hero: a force for good working to solve society's most pressing challenges, while boosting bottom line. This is social purpose at work. And it's a dynamic journey. Purpose 360 is a masterclass in unlocking the power of social purpose to ignite business and social impact. Host Carol Cone brings decades of social impact expertise and a 360-degree view of integrating social purpose into an organization into unfiltered conversations that illuminate today's big challenges and bigger ideas.