What are Mission Vision & Core Values of Aflac Company?

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What are the Mission, Vision, and Core Values of Aflac;

Mission and vision statements are foundational strategic pillars for any successful enterprise, articulating its purpose and aspirations. They provide clear direction, foster internal alignment, and communicate corporate identity. Aflac Incorporated, a Fortune 500 company, holds a significant position in the supplemental insurance industry.

These statements and core values act as Aflac's strategic compass, influencing critical business decisions and shaping its corporate culture. They drive sustained success and market leadership in helping individuals manage unexpected costs. For a deeper dive into their market standing, explore the Aflac BCG Matrix.

Aflac's mission statement focuses on delivering superior value in supplemental insurance across two key markets: the United States and Japan. This involves combining aggressive strategic marketing with quality products and services at competitive prices. The aim is to offer the best insurance value for consumers, generate above-average returns for shareholders, and foster a rewarding work environment for employees.

Customer-Centric Focus

Aflac's mission prioritizes providing the best value in supplemental insurance, directly addressing customer needs for financial protection.

Dual Market Strategy

The mission explicitly targets both the U.S. and Japan, highlighting Aflac's global reach and market leadership.

Strategic Marketing

Aggressive strategic marketing is a core component, ensuring broad reach and effective communication of product value.

Quality and Competitiveness

The mission emphasizes offering quality products and services at competitive prices, ensuring accessibility and value for policyholders.

Shareholder Returns

Generating above-average returns for shareholders is integral, balancing customer focus with financial performance.

Employee Environment

A rewarding work environment for employees is also a key aspect, recognizing the importance of internal stakeholders.

The Aflac mission statement outlines its commitment to providing the best value in supplemental insurance products in the United States and Japan. This involves a strategic approach combining aggressive marketing with quality products and services at competitive prices. The goal is to offer superior insurance value to consumers, ensure above-average returns for shareholders, and cultivate a rewarding work environment for employees. This comprehensive mission reflects Aflac's dedication to its diverse stakeholders.

Aflac's mission is to provide customers with the best value in supplemental insurance products in the United States and Japan. This involves combining aggressive strategic marketing with quality products and services at competitive prices to offer the best insurance value for consumers, generate above-average returns for its shareholders, and provide a rewarding work environment for its employees. The key components of Aflac's mission statement identify its target customers as individuals and businesses seeking supplemental insurance in the U.S. and Japan. The products and services offered include various supplemental health and life insurance policies designed to provide financial protection and peace of mind during unexpected medical situations. A unique value proposition lies in paying cash benefits directly to policyholders, allowing them to manage out-of-pocket expenses not covered by primary insurance. This mission is strongly reflected in Aflac Japan's offering of cancer and medical insurance, where it is the leading provider in terms of policies in force, holding approximately 75% market share in cancer insurance as of 2024. In the U.S., Aflac is the number one provider of supplemental health insurance products, covering over 50 million people. The mission is decidedly customer-centric, focusing on providing 'best value' and 'financial protection' to policyholders, while also acknowledging shareholder returns and a rewarding employee environment. For more insights into the company's strategic direction, explore the Growth Strategy of Aflac.

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Aflac U.S.'s vision focuses on enhancing preparedness for health-related financial challenges, reflecting the ongoing need for their supplemental insurance products. This vision guides product development towards comprehensive solutions. Aflac Japan's long-term management vision, developed in 2024, emphasizes creating new shared value by leveraging expertise to address societal issues beyond traditional insurance, positioning itself as a leader in enabling customers to live 'in their own way.'

Aflac U.S. Vision

Aims for a broad societal impact by enhancing preparedness for health-related financial challenges.

Aflac Japan Vision

Focuses on creating 'new shared value' by enabling customers to live 'in their own way.'

Future-Oriented

Both visions are future-oriented, building upon Aflac's established market leadership.

Product Development

The U.S. vision guides product development toward comprehensive solutions.

Societal Contributions

The Japan vision suggests deeper integration into customer lifestyles and broader societal contributions.

Market Leadership

These visions reinforce Aflac's position as a leader in supplemental insurance.

Aflac U.S.'s vision is to develop 'a world where people are better prepared for unexpected health expenses.' This reflects the enduring need for their products as the company approaches its 70th anniversary in 2025. Aflac Japan's long-term management vision, developed in 2024, is 'By creating 'living in your own way,' create new shared value.' This vision emphasizes creating new shared value by leveraging its expertise to address societal issues beyond traditional insurance, positioning itself as a leader in enabling customers to live 'in their own way.' Both the Aflac vision statement for employees and the Aflac vision statement for customers are realistic yet aspirational, building upon Aflac's established market leadership in supplemental insurance in both regions. For more details on the company's journey, read about the Brief History of Aflac. The U.S. vision guides product development toward comprehensive solutions, while the Japan vision suggests deeper integration into customer lifestyles and broader societal contributions, aligning with the Aflac company purpose and Aflac corporate philosophy.

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The core values of Aflac are fundamental to its operational philosophy, guiding its interactions with policyholders, employees, and partners. These principles, often referred to as 'The Aflac Way,' integrate sustainability and corporate responsibility into the company's culture. Aflac consistently emphasizes a set of six core values: Teamwork, Respect, Fairness, Honesty, Integrity, and Responsibility.

Teamwork

Teamwork at Aflac emphasizes collaboration and mutual support among employees and external partners to achieve common goals. This is evident in cross-functional teams working on product development, such as the enhancement of its product lineup with Tsumitasu in Japan in June 2024, designed to meet both asset formation and nursing care needs.

Respect

Respect for individuals, diverse perspectives, and different cultures is paramount. As of December 31, 2024, 48% of Aflac U.S. employees were people of color and 66% were women, with women holding 52% of leadership roles in the U.S., reflecting Aflac's commitment to an inclusive environment.

Fairness

Fairness ensures equitable treatment for policyholders, employees, and partners, evident in the company's commitment to paying claims promptly and its corporate social responsibility efforts. Aflac has donated over $187 million to the Aflac Cancer and Blood Disorders Center since 1995.

Honesty

Honesty dictates transparency and truthfulness in all dealings, contributing to Aflac's recognition as one of the World's Most Ethical Companies by Ethisphere for 19 consecutive years as of 2025. This commitment to honesty is crucial in communicating policy terms and managing customer expectations.

Integrity

Integrity ensures adherence to strong moral and ethical principles, demonstrated through robust regulatory compliance and a strong code of conduct for employees. This value guides the creation of relevant products that genuinely provide financial protection, aligning with Aflac's core values and beliefs.

Responsibility

Responsibility encompasses accountability for actions and a commitment to stakeholders and the broader community. Aflac aims for a 75% reduction in Scope 1 and 2 emissions by 2030 and has provided over 35,000 My Special Aflac Duck companions to children with cancer and sickle cell disease.

These core values of Aflac underpin its operational success and ethical standing, differentiating it in the insurance market. To understand how these principles translate into financial performance, explore the Revenue Streams & Business Model of Aflac and how its mission and vision influence the company's strategic decisions.

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A company's mission and vision statements serve as its compass, guiding strategic decisions and shaping its long-term trajectory. These foundational elements dictate how a company operates, innovates, and interacts with its stakeholders.

Aflac's Guiding Principles

Aflac's mission and vision are deeply integrated into its strategic decision-making, influencing product development and market expansion.

• The mission to provide 'best value in supplemental insurance products' drives innovation, such as the Tsumitasu product launched in Japan in June 2024.
• Aflac Japan's vision of 'creating 'living in your own way'' shapes its offerings for asset formation and post-retirement care.
• In the U.S., the vision to prepare people for unexpected health expenses fuels growth in group life, absence management, and disability businesses.
• The partnership with Empathy, expanded in May 2025, offering LifeVault for legacy planning, aligns with this vision.

Financial Strategy and Shareholder Value

Aflac's commitment to shareholder returns is a direct reflection of its mission, evidenced by consistent dividend growth and share repurchases.

Dividend Growth

The company achieved its 42nd consecutive year of dividend increases in 2024, with a 16% rise in the first quarter 2025 dividend to $0.58 per share.

Capital Deployment

In 2024, Aflac executed $2.8 billion in share repurchases, demonstrating disciplined capital deployment to enhance shareholder value.

Ethical Reputation

Aflac has been recognized as one of the World's Most Ethical Companies for 19 consecutive years by 2025, underscoring its core values.

Core Values in Practice

Honesty, integrity, and responsibility are central to Aflac's operations, fostering trust with consumers, investors, and employees.

Leadership Commitment

Chairman and CEO Daniel P. Amos emphasizes adherence to core values that have built trust for nearly 70 years.

Aflac's mission and vision statements are integral to its strategic direction, influencing product development, financial management, and ethical conduct. Explore how these principles can be further refined in the next chapter: Core Improvements to Company's Mission and Vision.

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Enhancing the Aflac mission and vision involves a strategic focus on quantifiable aspirations and the integration of digital-first solutions. This approach aims to better align with evolving market demands and customer expectations in the financial services sector.

Quantifiable Aspirations Beyond Preparedness

The U.S. vision, 'a world where people are better prepared for unexpected health expenses', could be strengthened by incorporating more specific, measurable goals, drawing inspiration from Aflac Japan's focus on creating new shared value.

Integrating Digital-First Solutions

Explicitly including 'digital-first solutions for seamless financial protection' in the U.S. vision would better reflect the industry's digital transformation and Aflac's investments in technology for customer experience.

Addressing Societal Shifts and Emerging Technologies

Aflac could enhance its mission and vision by more overtly addressing emerging technologies like AI in claims processing and predictive analytics, and by explicitly linking its strong ESG commitments to its core purpose.

Proactive Leadership in Consumer Behavior and Growth Opportunities

Refining the mission and vision to frame ESG factors and technological integration as growth opportunities will allow Aflac to proactively lead in anticipating future consumer behaviors and societal expectations, potentially addressing areas of top-line growth headwinds.

The Aflac mission statement centers on helping policyholders during times of need, providing financial protection against unexpected medical bills. This aligns with their vision of a world where individuals are better prepared for health-related financial challenges. The company's core values emphasize integrity, customer focus, respect, innovation, and teamwork, guiding their operations and interactions. Aflac's corporate philosophy is deeply rooted in providing peace of mind to its customers through its specialized insurance products. Understanding Target Market of Aflac is crucial to appreciating how their mission and vision are executed. For instance, in 2023, Aflac reported total revenue of $22.4 billion, demonstrating the scale of its operations and its impact on policyholders. The company's commitment to its Aflac core values in practice is evident in its consistent efforts to innovate and improve customer service, aiming to simplify the claims process and provide timely support.