Skip to content

Ethical brand ratings and accreditation since 2001

Back to table


How ethical is Aviva?

Aviva, a socially responsible insurance and pensions brand owned by Aviva Plc, is one of The Good Shopping Guide’s top-rated ethical brands and is featured on our list of the Top 200 Ethical Businesses.

The brand receives an excellent Good Shopping Guide ethical score in our Ethical Insurance Ratings Table and therefore successfully passes our ethical benchmark.

We encourage other Insurance companies to adopt more environmentally and socially responsible practices and policies by modelling themselves after Aviva.

In which areas does Aviva perform well?

Aviva performs well across a range of criteria, particularly the Environment category, in which it receives a 100% score.

The company has a thorough Sustainability Report that lists a number of objectives for reducing its environmental effect, such as its target to become Net Zero across its entire business by 2040 – when it announced this demanding target in 2021, Aviva was the first major UK financial services company to target Net Zero carbon by 2040. Aviva’s comprehensive climate goals have resulted in the company achieving a top rating in our Environmental Report assessment. Download and view Aviva’s latest Sustainability Report here.

Additionally, Aviva is given a perfect score for Political Donations (or lack thereof!). The company’s Business Ethics Code attests to its aversion to supporting political parties or candidates with donations. Given that political donations have the potential to undermine democracy and impede social advancement, this is a crucial element of Aviva’s ethical values.

As Aviva consistently strives not only to improve its own environmental record, but also to encourage other companies and organisations to improve their environmental practices as well, Aviva has been awarded a top rating in the Ethical Innovator criterion. Ethical Innovator is only awarded to companies and brands with outstanding ethical initiatives and achievements, so this is a feat Aviva should be proud of!

What makes Aviva so sustainable?

Aviva has a wide range of policies that support the company’s ethical reputation. For example, Aviva prioritises developing its organisational structure by establishing goals to increase the proportion of women and Global Majority Ethnicities in key leadership positions. In 2023, increased the number of women in senior management to 40.6%, which exceeds the company’s initial target!

Additionally, Aviva is open about its tax payments, which are made public in the sustainability report from the business. In the finance industry, which is infamous for its tax evasion, this is an essential quality of an ethical business.

How did Aviva attain Ethical Accreditation? 

Aviva has attained Ethical Accreditation from The Good Shopping Guide. This entailed filling out an application and thoroughly reviewing the company’s ethical standards and procedures. An annual evaluation of Aviva is necessary in order to ensure the business upholds strong ethical standards.

As a result, Aviva is permitted to use our Good Shopping Guide Ethical logo, which certifies the brand’s ethical status and allows consumers to recognise Aviva as an ethical brand.

Ethical performance in category


GSG score


GSG category benchmark


Awarded Ethical Accreditation

Ethical Rating


  • Environmental Report


  • Environmental Destruction


  • Carbon Disclosure & Reduction Targets



  • Irresponsible Lending


  • Political Donations



  • Ethical Accreditation


  • Responsible Investment Policy


  • Other Criticisms


  • Ethical Innovator


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating