• by Danielle Oster , September 4, 2024

Progressive is side-stepping its usual advertising approach centered around brand spokesperson Flo in its latest campaign, which trades zany characters for brand purpose.

"Progress is in our company's name and is at the core of guiding the actions we're taking to deliver on our commitment to help people move forward and live fully," Progressive CEO Tricia Griffith said in a press release.

Grifith acknowledged in a statement that the brand “largely leverages humor” in its messaging to consumers, but would be sharing “more of the heart behind the Progressive story and commit to brand actions that support meaningful and lasting societal impact for customers, consumers, and communities” going forward.

To that end, Progressive is launching a campaign whose TV ad, "Progress Isn't Overnight," ties relatable depictions of incremental progress in everyday life -- for example, a father teaching his son how to drive in reverse -- to the brand’s stated mission.

"Many people may not know this, but Progressive's founding strategy was to help create access to insurance for an underserved market of people,” Progressive CMO Remi Kent said.

Progressive’s initiatives also includes its “Keys to Progress” veteran vehicle giveaway, as well as pledges to support road safety enhancements and  driver safety education programs. It is dedicated to furthering solutions that help people “get into homes, stay in their homes, and realize the value of their homes,” through programs like its partnership with Humble Design.

Its “Progress in business” pillar helps small businesses to gain access to capital through its “Driving Small Business Forward” grant program.

“Progressive is building upon its existing work and making meaningful connections in key areas of our consumers' lives by working with organizations and experts across the public and private sectors to actively engage and collaborate on impactful solutions that drive equity and progress,” the company wrote in its statement announcing the purpose platform, while also highlighting similar commitments to its over 60,000 employees.