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Ethical brand ratings and accreditation since 2001

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Prudential UK

Is Prudential an ethical pensions brand?

Owned by M&G Plc, Prudential, sometimes referred to as Pru, is a financial brand which provides pensions. It is important to mention that Prudential UK is no longer affiliated with Prudential Plc or Prudential Financial.

Prudential scores below our Ethical Benchmark in our Pensions Ethical Ratings Table and therefore ranks in the bottom two thirds of the sector overall. Despite this, Prudential’s score is close to our benchmark. The brand is therefore encouraged to apply for Ethical Accreditation. The Good Shopping Guide would provide Prudential with a thorough evaluation and some suggestions on how to raise its Ethical Rating.

Visit the Ethical Pensions Ratings Table to see how Prudential compares to other brands within the Ethical Pensions sector. Our Ratings Tables can help you to learn more about the criteria that a brand has to reach to meet our minimum Ethical Benchmark.

What does Prudential receive a top rating for?

Prudential receives a top score within The Good Shopping Guide’s Political Donations category, since neither Prudential UK or its parent company M&G Plc were found to have made any political donations in the past five years.

Additionally, Prudential receives a top rating for Environmental Destruction, Irresponsible Lending and Other Criticisms.

What does Prudential receive a poor score for?

Prudential unfortunately receives a middle score for Environmental Report, as it does not demonstrate a clear commitment to improving its environmental record.

As the company does not fully disclose its Scope 1, 2 and 3 carbon emissions, Prudential also receives a middle rating for Carbon Disclosure and Reduction Targets.

What can Prudential do to improve its score? 

Prudential’s low-rated score within The Good Shopping Guide is based on an evaluation of multiple ethical criteria. If Prudential were to improve upon its middle ratings, such as for Environmental Report and Carbon Disclosure and Reduction Targets, it would increase its overall rating.

Despite its below benchmark score, The Good Shopping Guide still encourages Prudential to apply for Ethical Accreditation. That way we can offer it some guidance on how to improve and become one of our top pension providers.

We also encourage Prudential to improve in its low-scoring categories, such as Environmental Report, Carbon Disclosure & Reduction Targets and Responsible Investment Policy.

Could your pension brand benefit from Ethical Accreditation? Visit The Good Shopping Guide’s Ratings Tables to see which other brands within the Ethical Pension sector have received our ethics and sustainability certification and use our prestigious Ethical Mark. If you would like more information, get in touch or fill out a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Environmental Destruction


  • Carbon Disclosure & Reduction Targets



  • Irresponsible Lending


  • Political Donations



  • Ethical Accreditation


  • Responsible Investment Policy


  • Other Criticisms


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