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Ethical brand ratings and accreditation since 2001

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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 Pensions Ratings Table and therefore successfully passes our ethical benchmark.

We encourage other companies in the Pensions sector to follow Aviva’s example and adopt more ethical policies and practices.

In which areas does Aviva perform well?

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

The brand has a comprehensive Sustainability Report, which outlines several goals for improving its environmental impact, such as its target to become Net Zero across its entire business by 2040 – Aviva was the first major UK financial services company to target Net Zero carbon by 2040 when it announced this demanding target in 2021. Aviva, therefore, receives a top rating in our Environmental Report assessment. 

Moreover, Aviva receives a top rating for Political Donations. The company has Business Ethics Code which confirms its opposition to making donations to political parties or candidates. This is an important aspect of Aviva’s ethical policies, as political donations can disrupt democracy and hinder social progress.

Due to Aviva’s clear ethical commitments, the company also achieved a top rating for Ethical Innovator, a special category only awarded to brands with the highest ethical standards.

What makes Aviva so sustainable?

Aviva has a wide range of sustainable initiatives that further the brand’s ethical status. As well as strong environmental policies, Aviva also focuses on improving its corporate structure by setting targets to introduce the number of women and global majority ethnicities in senior leadership roles.

Moreover, Aviva is transparent about its tax payments, which are disclosed in the company’s Sustainability Report. This is a crucial feature of an ethical business in the Finance sector, which is notorious for its tax evasion. 

How did Aviva attain Ethical Accreditation? 

Aviva has attained Ethical Accreditation from The Good Shopping Guide. This involved an application process and a full review of the brand’s ethical policies and practices. Aviva is subject to an annual review to ensure the company maintains high 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