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How ethical is General Accident?

General Accident

How ethical is General Accident?

General Accident, a socially responsible car insurance brand owned by Aviva, 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 companies in the Insurance sector to follow General Accident’s example and adopt more ethical policies and practices.

In which areas does General Accident perform well?

General Accident performs well across many aspects of our research. For instance, the brand has achieved a top rating in the Environmental Report category, due to Aviva’s extensive sustainability commitments and Net Zero plan.

Additionally, General Accident was awarded a top rating for Environmental Destruction, as neither the brand nor its parent company was found to be involved in environmentally harmful projects such as fossil fuel extraction or deforestation. 

General Accident also receives a top rating in the Ethical Innovator category, which is only awarded to companies and brands with the highest ethical standards. This is due to the outstanding ethical and environmental commitments of its parent company, Aviva.

What makes General Accident so sustainable? 

Through its parent company Aviva, General Accident has a wide range of sustainable initiatives that further the brand’s ethical status. 

Aviva is particularly progressive in its climate policies. As a signatory of the Montreal Pledge, Aviva regularly publishes its carbon emissions and has pledged to reduce its carbon footprint in line with the Paris Agreement.

Aviva has outlined its plan to reduce its carbon footprint by 25% by 2025, and fully transition to Net Zero by 2040.

How did General Accident attain Ethical Accreditation?

General Accident 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. General Accident is subject to an annual review to ensure the company maintains high ethical standards.

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