Progressive’s commercials go big on humor. Now they’re going big on feelings, too

Progressive Insurance has been involved in various philanthropic efforts, including gifting over 1,000 vehicles to veterans in need since 2012 through its Keys to Progress program. The company has also supported small business owners and helped the homeless find housing. Now, Progressive is focusing on making these efforts more visible as part of its brand work. The company's new purpose statement is "We exist to help people move forward and live fully." CMO Remi Kent believes that this clear articulation will help uplift and build on what the company is already doing. Progressive's funny ads will still play a crucial role, but the company wants to show that it has both humor and heart. The company's goal is to find the intersection between providing products to consumers and working where society needs help. Marketing will help spotlight and support this work, but it's not the reason for it.